The Story of A47 and the Rise of Culturally Rooted Fashion in India

When was the last time you wore something that made you feel proud? Not just because it looked good, but because itmeant something. That’s the feeling that A47 is trying to bottle, or rather, stitch into every piece it creates. Founded by Bhavik Vora, Mitali Desai and Diksha Mehta, the visionaries behind Black White Orange, A47 is India’s answer to global streetwear, but with a twist: it’s built entirely around the stories, achievements, and icons that define modern India.

In an age where fashion often borrows from global trends, A47 looks inward, mining the country’s own archives for inspiration. Its collections celebrate everything from ISRO’s space missions to the Armed Forces, from the Indian Constitution to cultural icons like Suppandi. The result? Streetwear that’s not just cool, but deeply rooted in Indian identity. India has incredible stories of pride, culture, and achievement, but they were never finding expression in a way that connected with young people,” says Bhavik. “Fashion became the perfect canvas to celebrate India in a way that felt cool, contemporary, and globally relevant.”

The Birth of an Idea: Where Pride Meets Design

For Bhavik, A47 began as more than a business idea; it was a mission to reimagine how India’s heritage could be worn. Having spent years in brand licensing and merchandising through Black White Orange, he noticed a gap. “Our icons, from ISRO scientists to our Armed Forces, were never celebrated in the same way as global ones were. Everyone wore NASA and Marvel, but our own heroes didn’t make it to our wardrobes,” he recalls. That observation turned into a calling: to build a brand that narrates India’s story one collection at a time. “The India story had never been told through researched and design-led storytelling,” Bhavik says. “That’s what A47 set out to do, to put India on the global streetwear map."

The brand name, A47, is layered with symbolism. Originally meant to be Azad 47, the “A” eventually evolved into Ascend when copyright restrictions came in the way. “The ‘A’ represents how India has risen, innovated, and found its place in the world since Independence,” Bhavik explains. “And the number 47 marks the year of our freedom. Together, they represent the journey of a nation that’s still ascending.” This fusion of freedom and forward motion became A47’s design philosophy, blending national pride with a global, future-ready outlook.

When the brand first entered the market, it faced scepticism. “People wondered if Indian institutions could ever translate into fashion,” Bhavik says. “They’d ask, ‘Will this really work?’ But the response from the community showed us that young people want to wear their pride.” And wear it they did. The brand’s designs are sleek, premium, and proudly Indian found resonance among millennials and Gen Z alike. “We call it India, one cool story at a time,” says the founder. “You’ll find a fighter jet silhouette or an ISRO rocket graphic treated in a way that feels modern, collectable, and globally appealing.” 

Crafting Stories with Research and Respect

If there’s one thing that sets this brand apart, it’s authenticity. The brand doesn’t just borrow from India’s past; it studies it. “Research is at the heart of everything we do,” says the founder. “Our team spends months studying uniforms, insignias, and archives. Every design detail — from the typography on a mission badge to the colour of a military patch — is deliberate.” The brand works directly with organisations likeISRO and the Armed Forces, ensuring that every design is factual, approved, and respectful.

“Too often, you see ‘ISRO’ tees that actually feature NASA shuttles,” Bhavik points out. “That’s not who we are. We take pride in being authentic and educating consumers along the way.” That authenticity paid off in a big way when the brand was chosen to design the official mission badge for ISRO’s Gaganyaan astronauts. “Seeing our work being worn by them was a moment beyond words,” he says. “It felt like everything we believed in had come full circle.”

Collections that Capture India’s Spirit

Each A47 collection tells a story. The ISRO Collection, for example, celebrates India’s space journey from its humble beginnings to the glory of Chandrayaan-3. “We spent months researching India’s missions, even visiting facilities,” Bhavik recalls. “When Chandrayaan-3 landed, people were wearing our ISRO hoodies to celebrate. That’s when we knew we’d created something that connected emotionally.”

Another milestone was the Naval Aviation Collection, showcased at Aero India. “We created our own badges, built narratives, and saw veterans come up to us with pride”. “When someone from the Forces tells you your design made them emotional, that’s when you realise this is more than just fashion", says the founder. The emotional validation has been immense. One moment that stands out for Bhavik was meeting veterans at the Infantry Museum in Indore. “They told us how proud they felt seeing their stories come alive in fashion. That will always stay with us,” he says.

For a brand rooted in heritage, the brand's storytelling is remarkably modern. Instagram, Reels, and meme culture have played a major role in amplifying its reach. “Our audience lives online,” Bhavik explains. “So, we use digital platforms to share stories — whether it’s a reel about the Indian Air Force or a meme about Suppandi. It helps us bring pride into their everyday scroll.” Unlike most fast-fashion brands, A47 refuses to oversimplify its message for likes. “We never dumb it down,” says Bhavik. “Young Indians are smart — they want designs that look good on Instagram but also mean something deeper. That’s what we focus on.”

The Road Ahead: Beyond Streetwear, Toward a Cultural Movement

Looking ahead, Bhavik and his team are gearing up to explore new themes — from cult Indian cinema like Andaz Apna Apna to stories of bravery like Chhaava and future milestones like the Gaganyaan Mission. “We want to continue celebrating India’s achievements across science, cinema, and culture,” he says.

And in five years? “We see the brand as a cultural movement,” the founder says without hesitation. “Clothing is our medium, but the message is bigger: to celebrate India in a way that’s stylish, contemporary, and global. We want to be the go-to destination for anyone who wants to wear their pride in India or anywhere in the world.”

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