MAM
Virtue Worldwide and The Revolver Club collaborate to revolutionise vinyl record collecting
Mumbai: In a world where global vinyl sales have been steadily on the rise over the last decade, Revolver Club, India’s leading online vinyl record store, has been at the forefront of this musical revolution. Revolver Club has partnered with Virtue Worldwide, the agency powered by VICE known for their innovative and impactful work, to address a unique challenge faced by vinyl enthusiasts. With an average price of Rs 5,000 and vintage records often reaching Rs 20,000, vinyl lovers have long since struggled to justify these costs to their partners.
In response to this challenge, The Revolver Club is introducing an ingenious solution through their new initiative, “Stick it to the Man.” This initiative comes in the form of an exclusively designed sticker book filled with fake prices and stylish sales stickers. These stickers are intended to help vinyl lovers mislead their friends and families by applying them to their record collections, concealing the actual cost of their purchases. With over 200 carefully designed stickers in this book, each crafted by audiophiles, vinyl enthusiasts can now enjoy their passion without causing any raised eyebrows.
The Revolver Club founder Jude De Souza, believes that “Stick it to the Man” is not just a clever solution to a common problem but a way to give back to the vinyl community. De Souza stated, “Our goal has always been to make vinyl records more accessible and enjoyable for everyone. With this initiative, we’re not just addressing the concern; we’re also providing a pathway for music lovers to expand their vinyl collections and deepen their love for music.”
Virtue Worldwide creative head APAC Hayden Scott expressed his enthusiasm for the project, stating, “At Virtue Worldwide, we love projects that challenge the status quo and provide solutions to real-life dilemmas. ‘Stick it to the Man’ is a fun and engaging way to tackle the issue of explaining the cost of buying records to loved ones who may not always be as enthusiastic about your hobby as you. As avid record collectors ourselves, we are excited to have created something that can help and eventually add back to the growing vinyl subculture in India.”
The promotional video, created by Virtue Worldwide showcases the humour and creativity behind this unique initiative, highlighting how it can make collecting vinyl records an even more enjoyable experience.
MAM
L’Atelier 1664 returns to Lakmé Fashion Week with Abraham & Thakore
Design platform showcases ‘The Sari’torial’ blending tailoring and drapes.
MUMBAI: When couture meets craft, even a sari can learn a few new tricks. L’Atelier 1664 is returning to Lakmé Fashion Week 2026 in Mumbai, continuing its design led partnership with one of India’s most influential fashion platforms. The cultural platform will once again spotlight the intersection of fashion, craftsmanship and contemporary lifestyle, this time through a special runway collaboration with design house Abraham & Thakore.
Titled “The Sari’torial,” the curated showcase reimagines the sari through a conversation between structured tailoring and fluid draping. Drawing inspiration from the relaxed elegance of French style and the rich heritage of Indian textiles, the collection explores everyday silhouettes refined with signature fabrics, subtle detailing and a restrained colour palette highlighted by L’Atelier 1664’s distinctive house blue.
The collaboration marks a continuation of L’Atelier 1664’s presence at Lakmé Fashion Week after its debut association last year, reinforcing the platform’s growing engagement with India’s creative and fashion ecosystem.
Beyond the runway, the brand will also host its signature lounge at the fashion week venue, creating an immersive experiential space designed to bring together design, culture and contemporary lifestyle in one setting.
Carlsberg India vice president for marketing Partha Sarathi Jha said the association reflects the brand’s interest in supporting creative expression. “Lakmé Fashion Week is one of the most important platforms for fashion and creative expression in India. Through L’Atelier 1664, we aim to celebrate this intersection of culture, design and contemporary lifestyle. We are excited to continue our association with Lakmé Fashion Week and collaborate with Abraham & Thakore to bring this vision to life on the runway,” he said.
Designers David Abraham and Rakesh Thakore added that the collection explores a cross cultural design dialogue. “With Sari’torial, we wanted to explore a conversation between French ease and Indian craftsmanship. Our collaboration with L’Atelier 1664 blends a relaxed French sensibility with the richness of Indian textiles, reinterpreting traditional crafts through a modern lens,” they said.
L’Atelier 1664 is part of the portfolio of Carlsberg Group, the Denmark headquartered beverages company whose Indian arm has operated in the country since 2007. Today, Carlsberg India runs 14 breweries across the country, including eight company owned facilities and six contract manufacturers, supporting a portfolio that includes brands such as Carlsberg Smooth, Carlsberg Elephant, Tuborg Green, Tuborg Strong, Tuborg Ice Draft, Tuborg Classic and 1664 Blanc.
Through its continued presence at Lakmé Fashion Week, L’Atelier 1664 is positioning itself not just as a sponsor but as a cultural platform connecting fashion, design and lifestyle conversations in India’s evolving creative landscape.
