Co-founder, Arjun Singh

If we talk about materials and innovation, India is one of the world's largest shoe manufacturers, yet many manufacturers here operate within rigid structures, catering mainly to mass-market or export-oriented production. They seldom create premium, experimental products for emerging local brands. While the country has enormous production capacity, true innovation is often dictated by external markets rather than being developed organically. Enter Gully Labs, a brand built from the roots. A sneaker label that is a movement, a love letter to the forgotten, under-celebrated stories of India. Their shoes are gorgeous, with every stitch handmade by artisans from India. You truly appreciate the sheer beauty of the sneaker once you hold it in your hands, admiring every little detail—from the exquisite design aesthetic to the comfort of the sole. What sets these sneakers apart is the rich heritage they carry, connecting wearers to a vibrant culture and a meaningful narrative.

To foster a dialogue around the diversity of Indian culture, they recently did The Naadu sneaker, which was the first in a potentially long series of regionally inspired sneakers. Each element on that shoe was carefully crafted to reflect Kerala's beauty, from the colour palettes to motifs that pay heed to their aesthetic landscape. 
Their newest entrée is a collab with Royal Enfield for their Hunter 350 Collection.
Inspired by the grit of the streets and the spirit of freedom, this collection reimagines Gully Labs' iconic Baaz silhouette through the lens of the Royal Enfield Hunter 350. Each sneaker features striking colourways inspired by the motorcycle—London Red, Rio White, and Tokyo Black—while offering a rugged edge for urban and long journeys. Details like dry-milled leather toe boxes for gear shifts, frayed canvas panels for texture, and fuel tank-inspired tongue flaps enhance both function and character.

We had a candid chat with co-founder Arjun Singh, who deconstructed his label, its workings, and the new collection for us.

Your aesthetics extend beyond surface level, showcasing detailed designs inspired by regional elements like the Malayalam script. Did you gather ideas for these designs during your time in Kerala? Could you also share your thoughts on the new Royal Enfield collection?
The Kerala sneaker was developed remarkably fast—we took the idea from concept to launch within a week. A significant advantage was having several team members from Kerala, along with creators and freelancers rooted in the region. This allowed us to craft something truly authentic. From a brand perspective, we wanted to create something regional and culturally specific, and Kerala stood out as Onam was approaching. It felt like the perfect occasion to offer something meaningful to our community. Our team quickly began researching, compiling ideas, and identifying key motifs associated with Onam. We then took traditional imagery—designs that have existed for centuries—and reinterpreted them to fit our sneaker silhouette. The exploration and design process ultimately led to the creation of that sneaker.
Regarding the Royal Enfield collaboration, it stemmed from an inbound request from their side. We frequently receive interesting brand inquiries, and Enfield’s was particularly exciting. Sneaker culture has never evolved in isolation—it has always been shaped by communities, movements, and icons. In the US, it emerged through African-American basketball players, DJs, and skaters who adopted sneakers for both style and function. Similarly, in India, we believe that building an authentic, culturally representative sneaker brand cannot happen solely in a studio—it requires engaging with the world.
Royal Enfield has a deep legacy, one that has influenced generations of motorbike enthusiasts. Many riders developed a passion for biking through Enfield’s influence, making them an ideal partner for collaboration. As they launched their Hunter 350 with three new models, we co-created a sneaker collection inspired by their designs. We merged our existing Baaz line with Enfield's identity, blending different styles, cultures, and creative influences. The result was a unique crossover where both brands remixed each other's design philosophies, leading to a meaningful collaboration.

Can you talk a little about incorporating embroidery and stitching patterns that you use in your sneakers that haven’t been traditionally used?
We incorporate embroidery and stitching patterns in ways that haven't traditionally been explored in sneaker design, pushing the boundaries beyond what’s commonly done. This extends to details like motifs on the tongue area or adding unique structural elements.
 Our approach is about expanding our creative vocabulary and reimagining what sneaker culture in India can look like. This involves deep experimentation—finding the right embroidery techniques, motifs, and structural details that reflect Indian design philosophy and heritage without appearing overly kitschy or formulaic. It’s an ongoing exploration that requires time, effort, and a commitment to innovation.

What was the inspiration behind the Royal Enfield collection?
For the Enfield collaboration, the three bikes were inspired by Tokyo, London, and Rio. We created our interpretations of these colour schemes, adding a unique twist to each. The Rio version, named Baaz Limba Rio, blends elements from Nemboo (yellow and green) with influences from Samba and Rio’s vibrant energy. Similarly, the black-and-white variant is called White Sabi, a playful nod to Wabi-Sabi. The sneaker itself incorporates intricate design details—for example, the laces are covered by a motorbike-shaped tongue flap, mimicking the Enfield tank while also acting as a protective layer over the sneakers. These small yet thoughtful elements add depth to the collaboration.
 As for design, neither Animesh nor I are formally trained designers. Instead, we see ourselves as stewards of the brand, making final calls on whether something meets our standards. We are fortunate to have an exceptionally talented design team that brings ideas to life, refining collaborations and partnerships into fully realized products.

The nomenclature of Gully Labs sneakers has always been plaful!
For naming, we’ve always adhered to a clear structure: colour followed by model. This ensures consistency and provides a framework for new team members to work within while allowing room for personal interpretation and evolution. Whenever someone joins the team, they can use this structure—combining colour with a descriptor and the model—to create new variations that fit our branding. If you explore our website, you’ll see this pattern across all product names. For example, we have names like Baaz Noor Yellow or Baaz Parni White, where the colour is first, followed by a descriptive element and the model name. This structured approach helps define the nomenclature across different product lines.
 
Sneaker brands spend heavily on world-building. Where is Gully Labs at when it comes to that trend?
The Enfield collaboration was an extension of our Baaz collection, which continues to evolve and expand each month. The Fur collection, for example, served as a concept line for future releases, allowing us to introduce and test new ideas. Through the Migration collection, we experimented with mules for the first time, which will be incorporated into upcoming designs from Gully Labs. Similarly, in February, we revisited our original sneaker line to refine and expand it further. Our approach is always a balance—developing our designs while simultaneously integrating collaborations with other brands to create something entirely new. This process is central to the world-building we aim to achieve.
Regarding seasonal themes, they do play a role, though not in a strictly predetermined way. Market trends shift each year, and while we don’t strictly follow them, we keep a close eye on the direction they’re heading. Understanding what’s likely to be in season allows us to make informed creative decisions while maintaining originality.

Check out the Gully Labs X Royal Enfield Collection here.

Words Hansika Lohani
Date 30.04.2025