SNITCH, one of India’s fastest-growing D2C menswear brands, has joined forces with renowned Sufi artist Bismil for its new campaign, Keeping It Alive. The collaboration celebrates shared values of persistence, passion, patience, and purpose – qualities that shape both artistic journeys and fashion craftsmanship.
To mark the partnership, SNITCH has introduced a special apparel collection that merges contemporary menswear with deep cultural influences. The lineup spans jackets, overshirts, shirts, trousers, caps, and bandanas, thoughtfully designed to blend modern silhouettes with heritage-inspired detailing. Laser-cut patchwork, intricate back motifs, and elements drawn from Rajasthani and Mughal artistry give the range a refined cultural imprint, presenting tradition reimagined for today’s style-conscious consumer.
“We are thrilled to collaborate with Bismil. We see a strong parallel between music and fashion – the ‘Art of Persistence’ and ‘The Journey is the Art.’ Every note and every stitch reflect the creator’s dedication,” said Siddharth Dungarwal, Founder and CEO, SNITCH.
More than a fashion launch, the campaign brings together emotion and storytelling. SNITCH will amplify Keeping It Alive through digital-first content, immersive online engagement, and influencer-driven activations, all aimed at expressing the enduring spirit of persistence.
“This partnership is rooted in emotion, endurance, and evolution. Both Bismil and SNITCH embody a journey defined by passion and perseverance. With this collection, we wanted to honour the spirit of creating relentlessly-even when no one is watching,” Dungarwal added.
The collaboration marks an important milestone for SNITCH as it continues to build creative alliances that weave culture, music, and contemporary fashion together. Keeping It Alive is expected to set the tone for future cross-cultural storytelling initiatives from the brand.
