Never Miss a Headline!

Randy in Rajasthan

Updated On: 26 May, 2024 07:35 AM IST | Mitali Parekh

A fetish-inspired fashion brand popular in Goa and Delhi is leveraging the traditional wisdom of the desert state’s generational leather artisans

Subculture weaves Indian context into its marketing campaigns and packaging. Pic/Rajat Pandit

Yeh kissi ko marne ke liye hai?’ the head of the family, Mahesh ji (Atal), asked me and winked as he held up the leather paddle,” Randhir Pratap Singh tells us over a video-call from Jaipur, “When I make a leather bralette or bustier, the lady of the house tries it on. The younger members follow me on Instagram and know what the products are for. It’s a typical Indian family—everyone knows everything, but no one talks about it.”

Singh is talking about his brand, Subculture, the first in the country to make leather fetish wear, associated with the kink lifestyle. The manufacturing headquarters are in Kanpur and in Udaypuria—a village 50 kms away from Jaipur—helmed by a family of artisans who would traditionally craft juttis and leather-bound diaries. “The family has been working with leather for generations, and we’re almost like family,” says the designer who lives between Goa, Jaipur, and his family home in Lucknow. “I’ve watched them expand their home, build more pukka roofs after sales have grown, and enlist more family members in the unit. In Kanpur, on the other hand, it’s a factory line-like impersonal production of paddles, whips and hunters—they slap things on and move on.” 

Trending Stories

Skand Thakur: We have to prove ourselves even for a one-minute role

India thrash Japan 5-1 in Asian Champions Trophy

"The rise of ...": Khawaja feels this has boosted Australia to defeat India

Murali worried about Test cricket’s future

"The kind of cricket Bangladesh have played is impressive": Shubman Gill

Apple iPhone 16 launch: Know the features, prices and availability in India

Up and about: Bye bye Bappa!

Have you heard? Powerful combo

Latest Web Stories

Kim Kardashian turns into a soccer mom

1 years ago

5 reasons Sargun Mehta is a boss lady!

1 years ago

Aadar and Alekha's loved-up pics

1 years ago

Ananya Panday with her late dog Fudge

1 years ago

Latest Photos

17 December, 2025 11:56 AM IST | IN PHOTOS: MLAs at Vidhan Bhavan during Maharashtra Legislative Council polls

Asif Ali Sayed

09 September, 2024 09:32 PM IST | IN PHOTOS: People in Mumbai celebrate Gauri Puja during Ganeshotsav

Asif Ali Sayed

09 September, 2024 09:13 PM IST | IN PHOTOS: Mumbai witnesses sunny weather as rains take a break

Asif Ali Sayed

09 September, 2024 01:53 PM IST | In Photos: Amit Shah attends Ganeshotsav 2024 festivities in Mumbai

Divya Nair

Latest Videos

"Cried All Night, Suvendu Stood By Me"; Mamata Loyalist Mahua Praises ‘Friend’ Suvendu Adhikari

Israeli Troops BOMB Four Rocket Sites ON CAM In Gaza, Say Launchers Were Ready To Attack

Arunachal Under WATER: Flash Floods, Landslides And Bridge Collapse Leave Trail Of Destruction

Kolkata Warehouse Collapse CHILLING SCENES: Factory Shed CRASHES On Workers, Major Rescue Underway

Tamil Nadu Gov UNDER FIRE, Vijay To SUSPEND Congress Cabinet Minister? P Viswanathan's Video Viral

Mid-day Fast

Entertainment

dsadsdsadsd

Entertainment

Deepika & Ranveer's daughter is boon to her parents, predicts astrologer

Lifestyle

The art of accessorising traditional attire for Ganesh Chaturthi

Latest Headlines

06 June, 2026 07:10 PM IST | Bespoke Stories

Kindly mail us your feedback

Follow Us:

Home

Photos

E-Paper

Videos

MD Fast