In 2016, Anand S Ahuja, Abhineet Singh and Emilia Bergmans started India’s first multi-brand sneaker store, VegNonVeg. The brand curates sneakers from the biggest sports and streetwear brands– putting them all under one roof. The store hosts a myriad of shoes, ranging from classic and heritage models to their modern tech-infused counterparts, limited editions and hard-to-find collabs.
Adding to their list, comes a fresh new collaboration with Italian Sports Brand, FILA. The limited edition ‘Masala Mindblower’ sneaker is inspired by one of the most ubiquitous objects in an Indian household–the silver masala dabba. The design, colourway and materials all come from the spicebox, with hints of VegNonVeg graphics and brand language.
Says Anand S Ahuja , Founder & Co-Owner, VegNonVeg, “Sneakers have always been more than just shoes to us at VegNonVeg. They have a culture of their own. Over time, we are committed to developing India’s own story of sneaker and street culture and this collaboration is another step in that direction.”
”We’re excited by the opportunity to create a concept that pays homage to our Indian origins yet something that we think will appeal to the global market. The FILA collaboration is an important moment in the VegNonVeg journey, a first for us and an exciting opportunity to tell our story as an Indian sneaker store and apparel brand, at a global scale.” Abhineet Singh, Co-owner VegNonVeg.
“When I met Anand, Abhineet and Emilia it was not a question of whether to collaborate but when and what silhouette to choose.” says Rohan Batra, the MD of Cravatex brands, the Licensee for Fila in India.
“Working with the VegNonVeg team to interpret and design the Mindblower into a collab shoe has been an exciting journey for us. The highlight of the shoe is definitely the F Box logos in VegNonVeg colors (green & red) at the back counter and on the tongue of the shoe where it is used alternatively to represent Veg & NonVeg. An additional lace with double colored lace aglets has been included for the wearer to experiment.” Abdon Lepcha, Creative Director – FILA India.