This is not a revolution. We are not redefining anything. We are not reinventing the wheel. But what we are doing – is obsessing over making great products for the independent-culture enthusiast community in India.

We are fans. We are geeks. We are the artists that you proudly introduced to your friends as the underground. We are the shows that you saved up to get tickets to for to watch your favourite artists. We are the music that you sang along to with lyrics. We are your favourite artist’s catchphrase that you’ve casually thrown into a conversation. We are Indie Measure.

Founded in 2020 in Delhi, Indie Measure is a direct-to-consumer specialty brand that focuses on licensed independent art and culture inspired apparel and accessories. We are an independent, self-funded business started by a bunch of friends who quit their cushy jobs to try and do something cool, and here we several years later still excited about the next great t-shirt that we’re about to drop.

We started this journey by making awesome graphic tees, and have slowly expanded over the years to host a full line up of apparel and accessories. We have always laid emphasis on sourcing our products locally and we continue to do so with every new product line that we launch. We’re inspired by the indie-verse, but proudly made in India!

Apart from the big-name franchises and brands that we’ve collaborated with, we also make merchandise for several leading creators and influencers in India.