Our Story

The AMAR Story

Born in India. Built for the world.

AMAR is not just a brand. It is a movement — a rebellion against the ordinary, a redefinition of Indian luxury through the raw lens of streetwear.

Founded with a dream to place India on the global fashion map, AMAR was born from a desire to blend heritage with edge. We are inspired by the streets, the soul of our youth, the chaos of cities, and the calm of culture. Our designs are driven by bold silhouettes, luxury-grade materials, and the belief that Indian craftsmanship can compete on the world’s most elite stages.

AMAR means eternal — and we create with that mindset.

We don’t follow trends. We create timeless pieces that are bold yet wearable, oversized yet refined. Every collection begins in India — from fabric sourcing to stitching, washing, and finishing — handled by master artisans who understand legacy. The result: garments that tell stories, stand out, and last.

We are India’s answer to global luxury streetwear.

Where the West gave birth to high fashion streetwear, AMAR gives it a new language — one spoken in mills, in Delhi backstreets, in the rhythm of Mumbai, and the silence of artisans’ hands in Jaipur. We source the best Indian cotton, champion sustainable production, and release in limited drops — not to sell out, but to stand out.

We don’t just dress you. We represent you.

AMAR is for the new generation — the hustlers, the artists, the outliers, the ones who refuse to fit in. It’s for those who carry culture and chaos in the same breath. Our collections celebrate identity and expression — whether you wear us on the streets of Paris, New York, Mumbai, or your hometown lane.

Luxury is not about logos. It’s about story, soul, and standard.

We don’t make fashion to impress. We make fashion to represent.

This is AMAR.
Luxury in every thread. India in every stitch.
Forever bold. Forever real. Forever AMAR.