Brands
India’s first sneaker & street festival is back!
Mumbai: Soledition, India’s first street & sneaker festival, makes a comeback for a spectacular second edition. Catering to the rising sneakerhead subculture, the festival will be organised at Major Dhyan Chand National Stadium, New Delhi, on 24 and 25 February 2024.
The one-of-its-kind festival will bring together sneakerheads, skateboarders, basketball players, gamers, musicians, dancers, rappers, graffiti artists, and like-minded street and sneaker culture enthusiasts in one place.
Building on the success of the inaugural event, Soledition is gearing up to create an even more immersive experience, offering attendees a unique opportunity to delve into the vibrant tapestry of street and sneaker culture. The Major Dhyan Chand National Stadium, a symbol of India’s sporting prowess, will transform into a heaven for sneaker enthusiasts and streetwear aficionados alike.
Speaking about the festival, Soledition the curator & founder Siddharth Pal said, ” Inspired from the b-boying and sporting trends of the early 70s and late 80s, the sneakerhead culture gradually took over the world. Over the years, sneakers have evolved to become more than just a comfortable footwear option. There is a deeper meaning associated with them. They reflect individuality, creativity, and have become a canvas for self-expression.”
Soledition will exhibit some of the world’s iconic sneaker brands and Indian labels, providing an opportunity for sneakerheads to explore and celebrate their shared love for fashionable kicks. It is an ideal space for shoe aficionados to buy sneakers and a platform for collectors to showcase their exquisite collections. For art enthusiasts, there is a DIY zone for sneaker customisation.
He added that “Soledition is an effort to collaborate with street and sneaker enthusiasts, where they showcase their shared love for the rising street and sneaker culture. It is a platform where like-minded people come together to exchange ideas and immerse themselves. The first edition of the street and sneaker festival was a huge success, so this time, we have returned with more elements and activities to engage the community. We expect enthusiastic participation this time as well.”
In the dynamic graffiti zone, individuals can engage in the innovative graffiti workshop and immerse themselves in the magnificence of some of the selected creations of renowned Indian graffiti artists.
Indian electronic music producer Nucleya and Victor Ruiz, a Brazilian-born artist who has made his mark as a talented DJ and techno music producer will perform at the festival.
There are activities curated for DJs, beatboxers, and freestylers to showcase their talent. Additionally, a special performance has been organized on both days of the festival to entertain the visitors.
Brands
Malaika Arora launches Maejoy accessories brand with Myntra partnership
New label debuts with 250 plus handbags and lab grown diamond jewellery.
MUMBAI: When style meets sparkle, a new brand is ready to take centre stage. Actor and entrepreneur Malaika Arora has launched a lifestyle accessories label called Maejoy, developed in collaboration with Exceed Entertainment and Myntra Jabong India Private Limited (MJIPL), the B2B wholesale arm of Myntra. The brand enters the market with a debut collection of more than 250 styles spanning handbags and lab grown diamond jewellery, two categories that continue to define everyday personal style for modern consumers.
The handbag lineup includes crossbody bags, structured shoulder bags, bucket bags, totes, backpacks, clutches and workwear inspired designs. The pieces are crafted using materials such as synthetic leather, raffia, braids, satin, rhinestones and metallic finishes.
Alongside the bags, Maejoy has introduced a jewellery range featuring lab grown diamond rings, earrings, pendants, bracelets and tennis bracelets. The pieces are set in 925 sterling silver bases with gold, silver and rose gold tones, and include diamonds certified by IGI and GCI.
Positioned as a premium yet accessible accessories label, Maejoy is built around the philosophy “The Joy of Being Me”, aiming to blend aspirational fashion with everyday usability. The brand’s positioning centres on three pillars: authenticity, empowerment and accessibility.
Arora described the venture as a natural extension of her long association with fashion and personal style.
“Maejoy is a labour of love. Throughout my career, whether on screen, in business or through personal style, I have always believed fashion should feel empowering yet effortless. The Joy of Being Me celebrates individuality while making global fashion trends more accessible,” she said.
MJIPL, CXO and head of house of brands Suman Saha said the brand brings together Arora’s style perspective with a strong opportunity in the accessible premium accessories segment.
“Maejoy combines Malaika Arora’s distinctive style sensibility with fashion forward designs that we believe will resonate strongly with consumers looking for elevated yet wearable accessories,” he said.
Exceed Entertainment CEO Afsar Zaidi added that building celebrity led brands requires balancing authenticity with market viability.
“Malaika commands respect both as a fashion icon and a businesswoman. Bringing her creative vision together with Myntra’s brand building expertise creates a strong foundation for Maejoy,” he said.
The collection is available exclusively on Myntra through its website and mobile app, making the brand accessible to millions of shoppers across India as it steps into the competitive lifestyle accessories space.
