Inspired by visits to distant villages in the Great Rann of Kutch, India, and investigation into traditional crafts such as mirror work embroidery, Kachchh is a SS17 menswear collection exploring masculinity through the exquisite colours and prints found throughout the world’s largest salt desert.

Looking to WGSN’s SS17 trend Encounter Culture, Kachchh turns to a globalized rather than westernized approach to fashion. Inspired by the traditional kurtas and creative drapes found in India’s ‘wild west’, this collection brings a multicultural look to summer through light layering and heavy print. Prints look to traditional block printing as well as taking influence from the borders found throughout female saris, while colour reflects the happiness these people express at life through contrasting and bright shades.

Bringing these colours and prints into a western world questions what can be perceived as masculine and feminine, where floral patterns and bright pinks adorn easy wear practical garments.

This story aims to bring a relaxed and chilled out feeling, providing joy and contentment in grey cities.

Designed for a midlevel target market, this collection looks to brands such as Dent De Man and Paul Smith for an experimental modern man looking to stand out in a dull world. Aged between 25 and 35, the Kachchh gentleman aims for a twist on traditional tailoring and isn’t afraid to branch out in his garment choices.