About

Luxury is evolving. And it speaks with an Indian accent.

AMAR is a modern Indian luxury streetwear brand born at the intersection of heritage and rebellion. Founded with the vision to take Indian craftsmanship to the global stage, AMAR is more than just fashion — it’s a reflection of culture, identity, and evolution.

We don’t follow the rules of luxury. We rewrite them.

The name AMAR holds deep meaning — it was named in honor of the founder’s grandmother, Amarjeet Kaur, a woman whose strength, grace, and timeless elegance continue to inspire every thread we weave. “AMAR” means eternal, a tribute not only to her legacy, but to the lasting beauty of Indian culture and craftsmanship. The name “AMAR,” also meaning “immortal” in Sanskrit which reflects Indian timeless beauty.

At AMAR, we believe that true luxury is not about excessive branding or mass production. It’s about meaning, depth, and craftsmanship that lasts. Every piece we create is thoughtfully designed, ethically made, and deeply rooted in India’s rich textile tradition — fused with the attitude of global streetwear culture.

Our silhouettes are oversized. Our energy is unapologetic. Our approach is intentional.

From fabric to fit, every detail of AMAR is carefully engineered. We use high-grade Indian cotton, work with skilled artisans, and produce in small batches to ensure the highest quality. Our designs reflect the soul of the streets — bold, raw, and real — but are elevated with luxury finishes, fine tailoring, and timeless construction.

Designed in India. Inspired by everywhere.

Our creative direction draws from global influences — the freedom of New York, the grit of Tokyo, the elegance of Paris — but everything begins in India. From the weaving mills of Gujarat to the workshops of Delhi, AMAR represents Indian excellence at every level.

We don’t just make clothes. We build statements.

AMAR is for those who live beyond the mainstream. For those who carry tradition in one hand and ambition in the other. For the misfits, the bold, the boundary-pushers — those who want to wear their story with pride.

This is more than fashion.
This is AMAR — Forever Bold. Forever Indian. Forever You.