His label serenades linens, he gives them a hip feel, with zips, tassels and hints of embroidery, for a new age man, who wants to experiment, but not go overboard.
By Asmita Aggarwal
He comes from a well-read Bihari family, father is a professor of English and mom botany, at Patna University; his sister is a doctor in the US. He studied at Doon School, worked in the corporate sector for 14 years (creative director Myntra and then Madhura Garments), saved up to launch his own label SNOB (Son of a Noble).
Thus, his approach to fashion is unique — it must be commercial, he has not lost his way, as clothes are not art, they need to be simple and functional, he believes. Men’s fashion has become a lot younger, seamless, to this engaging mix there are streetwear elements and grunge. Mani Shankar Singh believes, dressing is more hybrid, like a mash up of everything, and even though he is known for his linens, within that space, he offers an undeniable, interesting variety. “It is easy, breathable, perfect for our country’s weather,” says Mani Shankar Singh at the Chivas Luxe Collective Perfumes presents FDCI India Men’s Weekend 2025 at Diggi Palace, Jaipur with Chivas.
Though he has taken linen out of its stiffness and formality, added fun elements to it—sports vibe, grunge, fabric manipulations avoiding hectic embroidery, making it less old school, hipper and newer. “I wanted a 20-year-old to wear it, not just using it for boring kurtas, in a way our approach is futuristic. This collection we have added a little touch of embroidery,” he adds, confirming that most adhere to the minimal aesthetic.
“We make ensembles for father (structured) and the son (easy, sometimes wicked),” says the Patna boy, now settled in Bangalore, after studying in NIFT where he did FDIT (fashion design and infotech) in 2003. Gaining international exposure from ‘Who’s Next?’ Paris and Ounass Middle-East, he believes austerity is the name of the game — black, white, and green remain his palette, playing sometimes with blushing neutrals.
SNOB offers from kurtas, to shackets, trench, an ideology where you can wear a kurta, but a Cowboy version, with zips and tassels. “Kurta is essentially a long shirt, I have given it a global approach,” he smiles, adding his life partner Ritu Jain has launched a womenswear label.
For men’s fashion week he has done bundis, a staple now in every man’s wardrobe, but with a twist—metal buttons to rivets. Denim added as well as kantha, sometimes they come with inverted box pleats. “Minimal detailing, but lots of textures, and since 2015 I have stuck to what and enjoy and do best—which is dressing men, asking them to cross the Rubicon and try a shot of edgy classics,” he concludes.