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Meet India s Coolest Sneakerheads

India s hypebeasts arrive: Can Nike, Adidas and locals respond?

India’s fashion industry is known for handcrafted, traditional clothing designs, techniques and fabrics. But the quickening development of international streetwear and sneaker brands in the region reflects changing customer tastes, signalling an opening for international brands and suggesting local designers and retailers need to broaden their scopes, or risk falling out of fashion. Adidas’s recent high-end drop this month in India, the A + P Luna Rossa 21 trainers created in collaboration with Prada, sold out on the day of its launch. According to the brand, key collaborations with global creators have been a big rage in India with most drops selling out immediately.

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