The designs are experimental in a subtle way, they aren’t screaming for attention yet you can’t help but focus on them in a crowded room. If we imagine streetstyle in the 2040’s, one would imagine this is what it could potentially look like – bold, subversive, distorting our idea of what is perceived as ‘normal’.
Experimental. Avante Garde. Futuristic. Circular. These are some of the words that immediately cross our mind as we peruse Four Figr’s impressive catalogue, a collection that would be hard to believe as emanating from a label that is only a year old. In an age where fashion, particularly streetwear, has been commercialized and brought into the mainstream by simply printing t-shirts with canva art, brands like Four Figr are like a breath of fresh air, restoring our faith in the true art of fashion design and ingenuity. Their designs transcend fashion in a way, resembling art and creativity that you only see on runways and rarely in the ready-to-wear fashion landscape of today.
Founded in 2023, by sibling duo Aakriti and Rushail Harjai, Four Figr can already boast a roster of celebrities who have donned their designs as well as their SS24 collection showcased at Lakme Fashion Week, India. The label encourages its users to step outside their comfort zones and challenge the status quo when it comes to experimenting with fashion – something UnderRated strongly stands for. Their designs consider a bold take when it comes to infusing fabric and textures on a neutral colour palette dominated by blacks and greys.
The designs are experimental in a subtle way, they aren’t screaming for attention yet you can’t help but focus on them in a crowded room. If we imagine streetstyle in the 2040’s, one would imagine this is what it could potentially look like – bold, subversive, distorting our idea of what is perceived as ‘normal’. In a market which is close to saturated with everyday fashion and streetwear, Four Figr’s designs embody a determination to stand out and well and truly live up to their vision of stepping out of the comfort zone and mainstream. That is not to say that the brand's designs are ephemeral and that the experimental designs stand at a risk of the wearer forsaking it once a new trend comes along, far from that. The ingenuity of the designs lie in the fact that despite not conforming they will stand the test of time.
As a relatively new fashion brand, it can be quite challenging to break through the noise and carve out a space for yourself, one where your brand's vision and narrative speaks for itself. In today’s digital age, Four Figr has managed to do just that through their strong visual narrative. If you look at their instagram, it is like perusing the pages of a high fashion editorial. The grid is not trying to sell you their product. They are letting the designs speak for themselves. Their strategy appears to be mirroring their designs - laid back, relaxed but making a statement nonetheless. In conclusion, it can be safe to say that brands like Four Figr are bold enough to be experimental and showcase a kind of design ingenuity that is putting the potential of the Indian fashion landscape on the global map, and this is only the beginning.
Where you can find them: @fourfigr link: https://www.fourfigr.com/
