Shantanu Mehra talks about building a robust bridge to luxury line with sharp tailoring, smart layering and military detailing in S & N.
By Asmitaa Aggarwal
Shantanu Mehra is two years older than Nikhil, but what is clear in their business is how they manage it—roles are clearly divided. The big brother manages operations and finance, with skills honed at an MBA, while the younger one is a masters in design concentrates on design and material exploration. Its 25 years of the label and five years of S & N, an effort to democratize fashion, with prestige pret make it more accessible. “We believe in the concept of neo luxury, with inclusion, away from excess, but experimental,” says Shantanu.
In some ways over a period, they have refined couture-with signature drapes, smart layering, sharp tailoring, to incubate accessibility. “We made our journey tough as we looked at fashion through the anti-trend lens, wooed at the decadent side of India, not textiles, and questioned traditionalism,” he admits.
When he started, the market didn’t have pattern cutters, and talent that was required to create a world class product, they worked on it, built a team, an ecosystem, but a new India beckons, is ready to enjoy quiet luxury without spending big bucks.
Weddings, he believes, are quieter, somewhat private, there is a lightness of being, they want to dance, so things are adapting, changing fast, brand relevance is of utmost importance. “Robust Gen Z awaits us, thus we also gave SNCC (Shantnu Nikhil Cricket Club) sports with fashion, making it a brand that wants to be a part of the change, hoping to unshackle traditionalism, putting the spotlight on the wearer,” he adds. Hoping to serenade a fierce, progressive, and disruptive India, S & N was a covid brainchild, but the launch got postponed, LFW X FDCI 2025 seemed a perfect launch pad after five years, to redefine menswear.
A bridge to luxury line, it has the new-age man’s house codes, cool, retro, and easy vibe, without the burden of ceremonies, like a kurta is worn with a tie and palazzos. Men have been ready to try alternate things, as they have been deprived for long, they have accepted drapes and femininity, as well as their crests, badges and brooches. “It is a complete solution for a global man,” he says, adding, “many brands don’t survive as they don’t have a business mindset, design can’t exist without sound business decisions, me and Nikhil are on different paths, but same goal.”