On the crossroads where street fashion meets cricket, clothing brand HUEMN has launched a collection that charts a new trend in the realm of athleisure with its nuanced yet functional approach towards design. The brand, which is known to have collaborated with beverage and automobile companies, also artists, has now teamed up with ace cricketer Shreyas Iyer. Incorporating elements from Shreyas’s personal wardrobe, particularly checks. The collection also pays tribute to the athlete’s professional prowess, which has earned him the nickname Fiyer (a homonym for fire, derived from prefixing F with the cricketer’s surname Iyer).
Shreyas Iyer x HUEMN collection incorporates elements from Shreyas’s personal wardrobe
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“I’ve always been a huge fan of HUEMN’s work, and I think our association was a natural progression of that admiration. My team at RISE Worldwide reached out to HUEMN with the idea of creating a capsule collection. Looking at the final product line, I’m absolutely thrilled with the way it has worked out. I believe it was sometime last year when we first started discussing the project,” says Shreyas, while elaborating on how he came to be associated with the clothing brand. Shreyas adds, “From my early days, I have developed a sense of fashion and how I would like my clothing to be. So when the opportunity came, it was but natural for me to provide my inputs in curating the Shreyas Iyer x HUEMN capsule collection. From conceptualising the designs to selecting the fabrics and colours, I quite enjoyed those interactions with the HUEMN design team to ensure that the collection reflected my personality and style.”
The collaboration was sparked by cricket’s global resonance and Shreyas’s consistently stellar performance
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Pranav Misra, co-founder and creative director of HUEMN, shares that the collaboration was sparked by cricket’s global resonance and Shreyas’s consistently stellar performance. “We began crafting the collection around October last year, a process that spanned nearly six months with back-and-forth on ideas and designs. Also we wanted the collection to be launched in tune with the cricket calender,” he explains. The collection was launched last month, just in time for the IPL.
The Shreyas Iyer x HUEMN capsule collection brings together oversized silhouettes, earthy tones
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The Shreyas Iyer x HUEMN capsule collection brings together oversized silhouettes, earthy tones, fire and thunder motifs, and Shreyas’s iconic jersey number 96 to create a wardrobe for movement — on and off the field. With HUEMN’s signature mud wash and Dreamers & Doers Club badge (the club is HUEMN’s series of collections dedicated to dreamers and achievers from different fields for their work), the collection embodies the relentless mindset of those who refuse to be boxed in.
Designing at HUEMN begins with a dialogue
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Of the curatorial process and the collection’s moodboard, Pranav shares that designing at HUEMN begins with a dialogue. “We first write the ideas down and then get to the designing or visual aspect of it, which is followed by graphic details. In this collection it was crucial to introduce Shreyas’s personal style, particularly his fascination for checks. So, we received many sketches from his team too. Therefore, you may as well spot checks transforming into fire (Fiyer) and then the insignia of SI (the cricketer’s initials) on the garments, where ‘I’ has three stumps,” informs Pranav.
The collection, made with 100% cotton
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The collection, made with 100% cotton, includes t-shirts, jerseys, oversized shirts, panel denims made with reconstruction technique, and cotton-and-wool-blend joggers which can be worn while working out and even when heading for a movie. “For me, my fashion statement needs to reflect versatility, comfort, and self-expression. I wanted the collection to be a part of my personality — driven by self-belief and a desire to make a statement. We experimented with bold colours, unique fabrics, and innovative designs to create a truly distinctive collection,” says Shreyas.
Pranav Mishra
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Based in Delhi, HUEMN has a design-cum-studio in Saket. But it outsources garment manufacturing to many other factories. Though it has nearly 30 people in its core team, the brand employs about 200 people for production of every collection. “We don’t have a brick-and-mortar store yet, but our website serves as our hub. Discounts aren’t part of our model — we avoid overproduction entirely. Most of the finer details, beyond screen printing, high-definition printing, and heat pressing, are crafted by hand. For instance, the mud print in this collection is hand-painted, while the insignia and Shreyas’s signatures feature intricate zardosi and aari detailing,” he explains.
While Pranav believes that India’s street fashion is at the cusp of change, the one where streetwear will get “more sophisticated”, detaching from its intrinsic “rebellious character”, he is hopeful that fashion enthusiasts may just see the trend in new light in coming days.
The Shreyas Iyer x HUEMN capsule collection offers 17 styles starting at ₹4,000 and is available on huemn.in
Published – April 02, 2025 05:13 pm IST
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