Concept Groove: Nature-Inspired Indian Streetwear With Something to Say
Clothes people spot from across the room, then walk over to ask about.
Concept Groove is a New Delhi-based Indian streetwear brand. We make graphic oversized t-shirts, oversized hoodies, shackets, jerseys, and baggy bottoms, all inspired by nature, and designed to start a conversation
Our Story
2024. New Delhi. Two Engineers, two phones, one very long scroll.
We're Vikas and Mahesh, from NIT Kurukshetra.
We'd been scrolling the same Indian streetwear stores as you, and the fits were loud, but we kept asking: Okay, but what is this saying?
Then struck the key question that changed everything: what if a piece of clothing could start a conversation?
That’s Concept Groove.
More than just an outfit, we believe in creating eye-catching artwork. Something a stranger notices at a cafe and asks, “Bro, where’s this from?”, and suddenly you’re talking about the brand that conceptualized and created it.
Every design begins as a concept, and every concept gets a name: Scorpio, Eagle, Sunfire, Raging Bull, Earth Warrior. Each is its own character, and nature is the language they all speak.
We aren’t just limited to a mood board, but have a way of building every piece from the ground up.
Since 2024, X people across X cities have worn a Concept Groove story out into the world.
Design
Colour is the point.
Most streetwear leans onto dark and muted tones. We lean the other way: vivid, saturated, and a little unapologetic.
Depending on the article, you'll find screen puff prints you can feel, sharp HD prints or embroidery, all done by our in-house printing team.
The fits are made to sink into: oversized t-shirts, oversized hoodies and baggy bottoms. Pair a graphic tee with relaxed denim and chunky sneakers and the outfit is done. Denim designs across every category are coming next.
Approach
We believe, premium shouldn’t mean out of reach. We put premium stitching and original designs at prices we'd call accessible.
About 20 people work on each piece, from concept and fabric sourcing to pattern making, printing, stitching, QC and shipping, all at our own factory.
Ready to wear an outfit with a story? Shop at Concept Groove