Dhruv Kapoor brings his PSS (print, surface and silhouette) tastes to the Denim Edit by FDCI, at LFW as he handpaints, laminates, embroiders the versatile fabric.

By Asmita Aggarwal

He is a regular at Milan Fashion Week, and his 10-year-old brand, was nominated earlier for the International Woolmark Prize, but Dhruv Kapoor is undoubtedly a favourite among the swish set. His hybrid blazers, balloon vests, Indian Devanagari bold type phases for branding, t shirts that announce “I dreamt we spoke again” or “We were lovers in the past life”, he also handcrafts leather, mixes it with crochet to create totes.

Kapoor denim sometimes comes with little teddies embroidered sitting quietly probably waiting to be picked up, or his interstellar shirts, cargo jeans, stamped hoodies, the whole perspective is young and almost irreverent. While in Milan he worked with Etro, where the family-owned business of the Italian label Gerolamo Etro introduced the paisley pattern—various forms and hues and their variations, it is the house’s signature design. Maybe from here he found his love for Gilets—though Kapoor does them in his own ways—sometimes in denims with a lot of zippers included for a futuristic feel.

His forte remains denim, handcrafted, and if you look closely there is toy flower jackets, hand beaded, 3 D detailing and this also won him the Vogue India Fashion Fund in 2015. The Istituto Marangoni and NIFT Delhi educated designer, says, “Denim has been one of the brand staples since the beginning. We enjoy exploring diverse options that would help us enhance or uplift its appearance or natural properties. Denim seamlessly fits in every season,” he says.

If you go through his e-commerce site it has three categories—man, woman and unisex and most photoshoots are done with models wearing oversized glasses— he seems to have a kind of obsession for them! And interestingly the bags are named “Seeker” almost Rs 50,000 seems tough to be sought!

Participating at the FDCI Denim Edit, for the FDCIX LFW he has fused multiple formats in diverse configurations — raw, laminated, washed, embroidered, or painted. Interestingly each version performs differently. His aim is always to minimize waste and adopt circular practices.

The design process would ideally meld old and discarded with new and innovative. “We annually release an upcycled collection that is built from leftover scrap and discarded items across multiple categories,” he admits.

Kapoor signature has been printing, silhouette and surface, over the last decade, he has mastered the approach and perfected the details inside and out. However, it is essential to keep evolving season after season by learning from the previous seasons. “We are always exploring, adopting new technologies and techniques to update our process,” he explains.

“What I read and the mix of cultures that I grew up in- always influences our design process. Literature addresses ancient legends or science from the Vedas, even some protopian fantasies. It is always a combination of diverse cultures through a blend of information coming from multiple eras blended to make them more relatable to the current system,” he explains about his love for books.

With designers making a foray into the international markets through Paris and Milan fashion weeks, Dhruv believes the latter has been an exciting part of both the brand and his personal journey. He admits one always learns from the environment that surrounds us, Milan boasts a healthy and forward one, especially in the field of fashion, design and lifestyle.

“From my understanding- the consumer is the same globally. It is 80% of the feeling and emotion a garment would generate and 20% of the aesthetic. We give in to how it would make us feel over simply how it looks. The only thing that changes is the climate and cultural impact of that region on the consumer choices- which are easy to implement and modify one product into multiple versions. But overall, they are all the same- they want the same things and all they want is to feel good,” he confesses.

Denim remains such an enduring staple in every one’s wardrobe, Dhruv attributes this to its versatility that helps you blend two polar worlds of formality and everyday wear. Anything denim would always last long and work round the year. “I personally enjoy all versions of denim, my favourite a total denim looks in a sober enzyme wash,” he adds.

There are no weaknesses or challenges but all learnings, in life. “My biggest learning personally and professionally is being patient- especially between two seasons and to let the creative process pass through the creative blocks peacefully, by diverting our attention into fine tuning the process during that time rather than getting frustrated. My strength is my team- their commitment, loyalty, and the countless hours they put into the brand is something I am very grateful for,” he concludes.