The Mainstreet Marketplace sole can be traced to Mainstreet TV, a YouTube channel started by Lamba in 2017, where he discussed new sneaker launches and their availability. Sensing a growing desire for exclusivity and noticing a gap in the sneaker industry in India, Lamba was driven to start a platform which was a destination for sneakers and apparels from brands such as Yeezy, Jordan, Adidas, Nike, Essentials, Drewhouse, Supreme, Palm Angles and Off White. The brand recently opened an outlet in Delhi, spread across an area of 1,600 sq. ft, which may well be one of Asia’s largest resale stores.

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The upcoming convention’s ambitions lie beyond those of The Mainstreet Marketplace. “This is about making a mark, about making some noise, [about] doing something that incites curiosity for our country, [and] for the mainstream to start taking sneaker culture as a business sector seriously. That’s the end goal,” says Lamba. 

YouTuber Karan Khatri, who will be a part of one of the panel discussions at the convention, will  speak about how the space is growing and how people can recognise the investment side of limited-edition sneakers. “A convention this big will help in building trust in people about the seriousness of the space, which in turn, will encourage them to give it a try, and once they do, they will never look back. It’s a very essential ingredient for the industry’s growth.”

WHAT: Indian Sneaker Convention
WHERE: Famous Studios
WHEN: September 3, 11 AM
FOR: Rs 999 (early bird); Rs 1,499 (Phase 1); Rs 1,999 (Phase 2)