SNITCH reunites with Sufi singer Bismil for 35-piece Bismil 2.0 collection

MUMBAI: Fashion is more than what you wear. It can be how you move, what you create and even the rhythm you tap out on a table. Homegrown menswear brand SNITCH is bringing these ideas together in Bismil 2.0, reuniting with Sufi singer and songwriter Bismil for a campaign that explores individuality through fashion and music.

Announced on 27 October, the collaboration builds on the brand’s previous association with the singer. It pairs a new collection featuring 35 stock-keeping units (SKUs) with a campaign film that presents self-expression as a shared thread connecting different creative pursuits.

The film opens with Bismil tapping a rhythm on a wooden table before moving through a series of individual stories. A designer translates ideas into sketches and fabrics, another man expresses himself through personal style, while a DJ channels creativity into music.

As the scenes unfold, the campaign brings the different forms of expression together, suggesting that while creative mediums may vary, the desire to communicate one’s identity remains common.

Commenting on the campaign, SNITCH CMO and founding member Chetan Siyal said fashion was a form of self-expression that reflected how people saw themselves and what they wanted to communicate to the world.

“With Bismil 2.0, we wanted to bring this idea to life by exploring the different ways people express their individuality, whether through music, creativity or the way they dress,” he said.

The association positions clothing as more than a functional purchase, placing personal style within a wider conversation about identity and creative freedom. By combining contemporary menswear with music-led storytelling, SNITCH is seeking to connect its collection with the ways consumers express themselves beyond their wardrobes.

The 35-SKU range adds to the brand’s contemporary menswear portfolio, while the campaign gives the launch a broader cultural frame. Rather than focusing solely on garments, Bismil 2.0 links fashion with the music, design and performance that shape individual identities.

For SNITCH, the reunion with Bismil offers a way to extend its fashion narrative through a familiar creative partnership, with self-expression serving as the common theme across the collection and campaign film.