Urban Monkey: The Rise of India’s Streetwear and Hip-Hop Fashion Brand

The international boom of hip-hop fashion has left a permanent mark on India’s youth, with millennials and Gen Z adopting streetwear culture. This demand has opened doors to indigenous streetwear brands, one of the most successful being Urban Monkey.

Started by Yash Gangwal in 2014, Urban Monkey has emerged as a streetwear label that showcases India’s street culture, selling to rappers, skateboarders, and artists. The company has already touched a Rs 5 Cr turnover within five years and is looking to expand to new categories.

The Journey: From Skateboarding Passion to Business

Yash Gangwal, an Indian born and Hong Kong raised, had a strong interest in skateboarding. Having grown up in Hong Kong, he was surrounded by a rich street culture, the exact opposite of what he encountered in India upon his return at 24.

I was just one year old when my parents immigrated to Hong Kong. I spent my childhood skateboarding on Hong Kong’s tough city streets. I would travel to India during my summer vacations to visit my grandparents in Mumbai,” remembers Yash.

On his return to Mumbai, he observed that there was no street culture and no fashion brands embodying the spirit of the hip-hop movement. There were very few skateboards and accessories available, and they made it tough for the fans to get their desired products.

It was with this observation that Yash developed Urban Monkey, a brand that encompasses skateboarding, street culture, and hip-hop culture into its product range.

Product Line & Market Strategy

Urban Monkey initially started with skateboards, catering to a small niche audience. However, as Yash quickly learned, scaling the business with just one category was unsustainable.

The brand expanded its product range to include:

• Caps & Headwear
• Hoodies & T-shirts
• Jackets & Sneakers
• Accessories such as sunglasses and backpacks

These new additions aligned well with the growing demand for street fashion, helping Urban Monkey establish itself as a trendy and culture-driven brand.

Urban Monkey’s biggest break came when it collaborated with celebrities such as:

• Rannvijay Singh (TV personality and actor)
• Raftaar (Rapper and music producer)
• Emiway Bantai (Popular underground rapper)

These collaborations helped strengthen the brand’s visibility among hip-hop enthusiasts and urban youth.

Challenges and Business Growth

As Urban Monkey experienced consistent growth, it was also challenged in expanding new categories of products. Yash initially tried his hands at shoes, power banks, and Bluetooth headphones, but none of these were well-received by the audience of the brand.

Street fashion clothing and accessories, however, turned out to be the best decision. With years passing, Urban Monkey managed to grow extensively on online media and social networking sites, drawing a loyal audience.

The firm has also gained increasing popularity among independent artists, athletes, and underground musicians, which reinforces its position as a cultural brand and not merely a fashion firm.

The Future of Urban Monkey

With the hip-hop and streetwear industry booming in India, Urban Monkey is set to capitalize on its momentum. The brand is now planning to introduce a new range of products, further diversifying its portfolio.

“We believe that helping the street culture grow in India is a vital element for the growth of streetwear brands in the country,” says Yash.

Urban Monkey is also looking at expanding into international markets, with plans to export its products to countries where hip-hop culture is thriving.

As Indian youth continue to embrace hip-hop and street fashion, brands like Urban Monkey are well-positioned to become industry leaders in the alternative fashion space.