In a rapidly evolving fashion landscape where streetwear is claiming the spotlight, House of Sause emerges as paving the way for Chennai's prominent presence in the global streetwear space. The brand debuted in Milan, as a result of careful planning, agency collaboration, and the desire to put Chennai on the global fashion map. The brand's founder Akhilesh, who had neither a design background nor formal education in fashion, immersed himself in the streetwear culture as a consumer and the idea to start House of Sause emerged during the lockdown, leading him to assemble a dedicated team of individuals to bring his vision to life. The brand's name draws inspiration from the words 'drip' and 'sauce'. The aesthetic and style of House of Sause can be characterised as experimental, loud, and casual, allowing for creative designs.
For Akhilesh, the creative process involved collaborating with a team of designers who could help translate his vision into tangible designs. Despite the limited design experience posed by Akhilesh, the team strove to keep the design process uncomplicated, by selecting a design direction and adapting as needed. House of Sause has found a smart way to blend the style of Madras with worldwide appeal. Their design team includes experts from London as well talented design students from Chennai, creating a mix of ideas. They carefully study what works in India's price-sensitive market while also attracting international customers. By incorporating both international and local design perspectives, the brand aims to resonate with a diverse range of consumers.
House of Sause aims to distinguish itself from mainstream streetwear brands through continuous experimentation with designs, colours, and patterns. The brand also emphasises sustainability and ethical labour practices, showcasing its commitment to responsible fashion. Sustainability is prioritised throughout the supply chain, from sourcing to packaging.
In terms of the future, House of Sause envisions becoming a prominent player in the global luxury fashion market. The brand believes that the growing influence of streetwear in India and the increasing number of fashion-conscious consumers will contribute to its success. House of Sause's journey reflects a blend of global influences, local talent, and a commitment to sustainability.
The most rewarding aspect of House of Sause's journey so far according to Akhilesh has been the organic reach and recognition it has garnered across India. From everyday individuals to celebrities, the brand's growing visibility signifies its successful journey from a passion project to a respected player in the fashion world.
