MAIDAAN: A Contemporary Capsule Inspired by Shared Spaces
The Maidaan Partnership
Gully Labs, India’s leading narrative-driven sneaker brand, partnered with iconic sportswear label Nivia Sports to present Maidaan, redefining contemporary Indian streetwear.
The Maidaan Capsule Collection
The partnership’s first expression came to life with Gully Labs × Nivia’s MAIDAAN launch an all-star 3v3 football tournament and high-energy preview party at Claygrounds. Six creator-led teams battled it out on the pitch, while attendees enjoyed live music, DJ sets, curated food zones, and an exclusive first look at the Maidaan capsule collection. Rooted in nostalgia, community, and street culture, Maidaan is more than a collection; it’s a cultural movement that reclaims shared spaces through a modern lifestyle lens.
The Inspiration
Maidaan is inspired by outdoor moments with friends, long afternoons, conversations under open skies, and the freedom of being present. These grounds were more than places; they became social hubs where style, identity, and self-expression naturally evolved. This philosophy grounds the collection, making Maidaan a tribute to lived memories rather than a spectacle.
For decades, Nivia has been present in Indian homes and communities. With Maidaan, that legacy evolves through Gully Labs’ design-first, street-driven aesthetic, turning nostalgia into stylish, wearable fashion grounded in emotion.
The Fusion Called Maidaan
The Maidaan capsule fuses urban streetwear with practical design for movement, comfort, and daily life. It features lightweight sneakers with durable rubber outsoles, breathable relaxed jerseys, built for ease. Each piece connects past and present, turning shared memories into modern design.
At the core of the collection are three sneaker silhouettes – Sova White, Eleven Crest, and Barefoot Blue. Designed as lifestyle-first hybrids, the silhouettes prioritise comfort and versatility while carrying subtle design cues drawn from heritage, identity, and the quiet beauty of time spent outdoors.
Extending beyond footwear, the collection introduces the Gully Labs × Nivia Jersey, reimagined as a statement streetwear piece rather than traditional athletic wear. Crafted in breathable, moisture-wicking fabric with a relaxed, oversized fit, the jersey features graphic storytelling inspired by Kolkata’s cultural legacy, iconic institutions such as Mohun Bagan AC, and Nivia’s roots in Jalandhar, Punjab, bringing together historic narratives, regional identity, and generations of Indian craftsmanship.
An abstract, floral tapestry–inspired graphic flows across the chest and sleeves, tracing layered narratives of place, memory, and belonging. Paired with ergonomic side splits, breathable construction, and an antimicrobial finish, the piece transitions effortlessly from daytime casual wear to elevated street styling.
“Maidaan reflects the spaces we grew up in, the friendships we formed, and the memories that stayed with us. Collaborating with Nivia allowed us to translate those emotions into a contemporary design language,” say Arjun Singh and Animesh Mishra, Co-Founders of Gully Labs.
A spokesperson from Nivia adds, “Nivia has always been part of everyday Indian life. With Maidaan, that familiarity evolves into a modern expression – one that connects legacy, community, and personal style.”
The Maidaan collection, celebrated for its streetwear sensibility and culturally inspired designs, is now available in-store and online, with plans to launch across major marketplaces soon. The collection reflects the brand’s commitment to bold, expressive fashion that resonates with urban streetwear enthusiasts and culturally driven consumers alike.
The collection, starting price is INR 7,490 and is now available on gullylabs.com
About Gully Labs: Website | Instagram
Gully Labs is a New Delhi-based sneaker design house founded in 2023 by Arjun Singh and Animesh Mishra. The brand redefines India’s design language through storytelling, craftsmanship, and community. By blending local narratives with globally refined design, Gully Labs creates limited-edition sneakers that turn heritage into art. Each new collection is released every 60 days, reflecting the brand’s commitment to innovation and cultural relevance.
Gully Labs’ sneakers are handcrafted in India using premium thick-grain leather and durable rubber soles. Notable designs include the Diwali-inspired ‘Saaj Orange’, featuring Rangoli-inspired patterns and Devanagari script branding, and the ‘Naadu’ sneaker, which channels Kerala’s essence through intricate motifs like Chundan Vallam and Pookalam. From culture-led launches, spanning Karwaan, being the most personal sneaker drop rooted in real stories and regional identity; The Vintage Hockey Jersey Collection, a modern tribute to India’s golden hockey era; and a first-of-its-kind musician-led sneaker collaboration with Raga, blending craft, consciousness, and street-born authenticity into a bold design manifesto.
These culturally rich designs resonate with a design-aware community at the brand’s core. With a mission to embrace culture rather than chase trends, Gully Labs has garnered attention in India’s burgeoning sneaker scene. The brand’s approach celebrates India’s street culture, drawing inspiration from food, music, sports, movies, and community. As a seed-funded company, Gully Labs is poised to become a generational sneaker brand in India and beyond.
