GULLY LABS LAUNCHES ITS FIRST DANCE + SKATE SNEAKER

NEW ARRIVALS

OUR MANIFESTO

A lot of meaning to life is given by culture and culture is defined by food, music, sports, movies, community and people. Somehow over the years, we feel that we have not celebrated or elevated our own stories as much. Somehow we need approval from our colonial overlords. Our pop culture sometimes does not feel as original, authentic or celebrated as French snobbery or elite coolness, or Japanese detail and mysticism with Americans doing annual pilgrimages, or streets of NYC where icons like Jay Z have risen.

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In a weird way international sneaker brands celebrate our culture much much more than local brands. Every new local brand we see on Instagram is an Indian washed version of something mass produced in a factory in China or South East Asia - just lazy product and brand making - cheap imitations of something that has worked in the west and therefore looks like everything else and has no inspiration basically.

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Even International brands find it hard to do justice to something so rich and detailed - our culture. They are like the Naan bread and curry - which is basically what passes of as Indian food in most "international cities" globally.

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Maybe it is an identity question but where is the massive, in your face, this is my identity, these are my roots messaging?