Urban monkey is India’s largest streetwear brand having its roots in the skateboarding culture of Mumbai. Established in 2013, the brand has been instrumental in shaping India’s underground hip-hop community.
VISION ︎︎︎
Urban monkey's vision is to build the biggest self-sustaining underground community by empowering vari0.Us artists & athletes, in India.
With the intension of evolving the future of india's creative culture
We are determined to change the severe lack of representation and awareness of india's multi-talented underground street community.
With the intension of evolving the future of india's creative culture
We are determined to change the severe lack of representation and awareness of india's multi-talented underground street community.
CULTURAL IMPACT︎︎︎
Since 2016,
We’ve fueled hip-hop by organizing cyphers, hosting events, booking recording sessions, sponsoring music videos, as a means support to emerging rappers & producers.
In 2021,
We launched our artist residency (called Mixtape), introducing illustrators and street artists to a new canvas of garments and lifestyle accessories.
In 2022,
First ever International brand collaboration in India with Playboy LA, followed by MTV in 2023.
By 2023,
We have built India’s first brand sponsored skateboarding team, with 6 athletes. We also offer grants to skateboarders, to participate in international competitions.
We’ve fueled hip-hop by organizing cyphers, hosting events, booking recording sessions, sponsoring music videos, as a means support to emerging rappers & producers.
In 2021,
We launched our artist residency (called Mixtape), introducing illustrators and street artists to a new canvas of garments and lifestyle accessories.
In 2022,
First ever International brand collaboration in India with Playboy LA, followed by MTV in 2023.
By 2023,
We have built India’s first brand sponsored skateboarding team, with 6 athletes. We also offer grants to skateboarders, to participate in international competitions.
CROSS CATEGORY︎︎︎
Our product range spans lifestyle accessories (headwear, eyewear, bags, wallets, watches), clothing (genderless knitwear and wovens), and skateboarding gear. This diverse lineup is a result of highly curated Global & Local manufcaturing parteners. Currently Urban Monkey houses 14 Categories with over 600SKUs.
IDENTITY︎︎︎
Urbanmonkey's identity questions traditional ways of creating visual uniformity through color palettes, symbols, styles and forms for a brand's logo.
The country is diverse,The culture is diverse,Every human being inside contains multiple identities.
Urban monkey's identity is a reflection of this diversity,It is a reflection of change,It speaks about flexibility, adaptability, and modularity
Visually, Urban Monkey regularly explores vari0.Us identities through indian scripts, colors, textures, and emotions in line with the time,
The brand identifies itself by 4 main ideas, which it repeatedly communicates through their products.
1. Context [india]
2. Purpose [vision]
3. Belief [together effect, equality, genderless]
4. Community [underground street culture]
Urban Monkey was rebranded by Varun Mehta in 2021. To see the case study [CLICK HERE]
The country is diverse,The culture is diverse,Every human being inside contains multiple identities.
Urban monkey's identity is a reflection of this diversity,It is a reflection of change,It speaks about flexibility, adaptability, and modularity
Visually, Urban Monkey regularly explores vari0.Us identities through indian scripts, colors, textures, and emotions in line with the time,
The brand identifies itself by 4 main ideas, which it repeatedly communicates through their products.
1. Context [india]
2. Purpose [vision]
3. Belief [together effect, equality, genderless]
4. Community [underground street culture]
Urban Monkey was rebranded by Varun Mehta in 2021. To see the case study [CLICK HERE]
DESIGN@URBANMONKEY︎︎︎
As Creative Director, I'm dedicated to making quality design both accessible and affordable for India's masses. While fostering a platform where creatives can innovate honestly, freely, and make it accessible to the country.
SUB BRANDS︎︎︎
CORE︎︎︎
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SKATEBOARDING︎︎︎
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TYPEARCHIVE︎︎︎
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SYSTEMS︎︎︎
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MIXTAPE︎︎︎
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ATHLEISURE︎︎︎
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RECYCLEDGOODS︎︎︎
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PLANET︎︎︎
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COLLABORATIONS︎︎︎
UM X PLAYBOY
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UM X MTV
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UM X ROYAL ENFEILD
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UM X NBA
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UM FT. RAFTAAR
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UM FT. RANVIJAY
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UM FT.GULLYGANG
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UM X AMUL
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COLLECTIONS︎︎︎
Follow the books
UMARCHIVES
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TRIPPIN&DRIPPIN
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UNTITLED
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L00P
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FLEX
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INCOMPLETE
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PARADOX
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LEGACY
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FRE$SH
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G00DA$$J0B
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FUTURE?
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REVIVAL
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SYSTEMS & STRATEGIES︎︎︎
001// RESEARCH SYSTEMS _ WORKING WITH INTENSION︎︎︎
002// SOCIAL MEDIA AND COMMUNICATIONS SYSTEMS︎︎︎
003 // GAIN CLARITY_BACKLOG MANAGMENT︎︎︎
004 // INTERVIEW SYSTEMS_HOW TO FIND THE RIGHT TALENT︎︎︎
005 // PRINT & PACKAGING SYSTEMS︎︎︎
006 // SPATIAL IDENTITY SYSTEMS_RETAIL, BRICK & MORTAR︎︎︎
007// WEB DESIGN SYSTEMS︎︎︎
008// DESGINING COLLECTIONS, SYSTMS
002// SOCIAL MEDIA AND COMMUNICATIONS SYSTEMS︎︎︎
003 // GAIN CLARITY_BACKLOG MANAGMENT︎︎︎
004 // INTERVIEW SYSTEMS_HOW TO FIND THE RIGHT TALENT︎︎︎
005 // PRINT & PACKAGING SYSTEMS︎︎︎
006 // SPATIAL IDENTITY SYSTEMS_RETAIL, BRICK & MORTAR︎︎︎
007// WEB DESIGN SYSTEMS︎︎︎
008// DESGINING COLLECTIONS, SYSTMS