Beyond a typical retail space, SouthWave embodies a fusion of street fashion and culture to cultivate a sense of community. As a leading clothing brand, they prioritize experience over merely offering a selection of products. Situated near South Beach Road in Calicut, this immersive store stands as a unique destination in Kerala, striving to introduce a novel concept in a vibrant cultural hub.
The store’s mission is rooted in the belief that fostering a strong community will help preserve the culture that artists strive to promote. This ‘creative hub’ showcases innovative ways to present their work and build a feel-good culture. With a primary focus on fashion, the Founder and Creative Director, Shahal Ali, has collaborated with peers to create this unique experience store. Whether it’s the themed collections in their clothing line or the immersive coffee brewing experience, they strive to bring together different artistic disciplines.
South Wave is on a mission to change the traditional concept of a store visit. During weekends, they transform their space into a hub for creativity. They offer a curated selection of workshops that showcase the diverse work of talented artists. From the electric art of DJing to the vibrant world of graffiti design and the meticulous craft of brewing authentic coffee, visitors are invited to immerse themselves in these distinctive art forms. This is just the beginning of their innovative vision. By introducing a variety of artists’ works through workshops and programs, South Wave aims to cultivate a vibrant community of culture-builders.
The store offers a carefully curated selection of affordable products created by homegrown designers. South Wave’s in-house designer, Shaikh Muhammed Nizamudheen, works with different designers depending on their style. For instance, they had a collaboration with Elvin Charly and Shaizy. Their latest addition is a Motocross line that brings the style of the track to the street. The initial release was so popular that they are now preparing to launch a second edition. They are particularly focused on using high-quality fabric and collaborating with homegrown artists to ensure that their designs are on par with international streetwear brands.
“When we create a collection, we carefully plan it around a unique concept. We then present it nicely to our audience in a way that makes them feel proud of owning a collection from us. This, in turn, will help build a tight-knit community over time.”, they shared. Emphasizing their origin, they proudly brand themselves as “Homegrown from Kerala” and aspire to gain recognition worldwide.
Upon entering South Wave, visitors are greeted with the enticing aroma of freshly brewed coffee emanating from the speciality coffee section on the right. The coffee experience area is dominated by Calicut’s premiere coffee brewer, puttbrewing, which piques the curiosity of most customers. Many are intrigued and ask, “What is this? And why do you have this?” In response, the team shares their passion for introducing people to authentic coffee. They explain that they want customers to savour and appreciate genuine coffee, and to accomplish this, they have devised a meticulous, therapeutic process. Visitors are encouraged to fully immerse themselves in the experience to gain a deeper understanding of the craftsmanship behind each cup of coffee.
The team at South Wave is dedicated to enhancing the in-store experience, particularly on weekends. Their goal is to offer customers more than just a place to shop for products. They aim to immerse customers in authentic street culture experiences that are unprecedented in Kerala.
Over the next year, they plan to deepen people’s understanding of their location, familiarize them with its distinctiveness, and promote it extensively. Through their thoughtfully curated collections, innovative experiential approach, and dedication to fostering a vibrant community, South Wave epitomizes a brighter future for the growth of street culture in Kerala.