Gully Labs & Nivia Present Maidaan : A streetwear capsule inspired by India’s maidaans, everyday friendships, and shared street culture
- Sumana Mukherjee
- 2 days ago
- 2 min read
India’s leading narrative-driven sneaker brand Gully Labs, partnered with iconic sportswear label Nivia Sports to present Maidaan, redefining contemporary Indian streetwear.
The partnership’s first expression came to life with Gully Labs × Nivia’s MAIDAAN launch an all-star 3v3 football tournament and high-energy preview party at Claygrounds. Six creator-led teams battled it out on the pitch, while attendees enjoyed live music, DJ sets, curated food zones, and an exclusive first look at the Maidaan capsule collection. Rooted in nostalgia, community, and street culture, Maidaan is more than a collection; it's a cultural movement that reclaims shared spaces through a modern lifestyle lens.
Maidaan is inspired by outdoor moments with friends, long afternoons, conversations under open skies, and the freedom of being present. These grounds were more than places; they became social hubs where style, identity, and self-expression naturally evolved. This philosophy grounds the collection, making Maidaan a tribute to lived memories rather than a spectacle.
For decades, Nivia has been present in Indian homes and communities. With Maidaan, that legacy evolves through Gully Labs’ design-first, street-driven aesthetic, turning nostalgia into stylish, wearable fashion grounded in emotion. The Maidaan capsule fuses urban streetwear with practical design for movement, comfort, and daily life. It features lightweight sneakers with durable rubber outsoles, breathable relaxed jerseys, built for ease. Each piece connects past and present, turning shared memories into modern design.
At the core of the collection are three sneaker silhouettes - Sova White, Eleven Crest, and Barefoot Blue. Designed as lifestyle-first hybrids, the silhouettes prioritize comfort and versatility while carrying subtle design cues drawn from heritage, identity, and the quiet beauty of time spent outdoors.
Extending beyond footwear, the collection introduces the Gully Labs × Nivia Jersey, reimagined as a statement streetwear piece rather than traditional athletic wear. Crafted in breathable, moisture-wicking fabric with a relaxed, oversized fit, the jersey features graphic storytelling inspired by Kolkata’s cultural legacy, iconic institutions such as Mohun Bagan AC, and Nivia’s roots in Jalandhar, Punjab, bringing together historic narratives, regional identity, and generations of Indian craftsmanship.
An abstract, floral tapestry–inspired graphic flows across the chest and sleeves, tracing layered narratives of place, memory, and belonging. Paired with ergonomic side splits, breathable construction, and an antimicrobial finish, the piece transitions effortlessly from daytime casual wear to elevated street styling.
“Maidaan reflects the spaces we grew up in, the friendships we formed, and the memories that stayed with us. Collaborating with Nivia allowed us to translate those emotions into a contemporary design language,”
say Arjun Singh and Animesh Mishra, Co-Founders of Gully Labs.
A spokesperson from Nivia adds, “Nivia has always been part of everyday Indian life. With Maidaan, that familiarity evolves into a modern expression - one that connects legacy, community, and personal style.”
The Maidaan collection, starting price is INR 7,490 and is now available on gullylabs.com
Lifestyle & Cosmos is a blog by Sustainaverse to bring together conversations on fashion, conscious living, digital wellness, entrepreneurship, and space exploration.
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