Gully Boy cast and rappers featuring in Zoya Akhtar’s direction will be walking the ramp for the ongoing Lakme Fashion Week Summer/Resort 2019. The Gully Boy team will showcase the clothing line titled ‘GullyGen’, which is inspired by the film.

LoveGen is a popular fashion brand created by the fashion trinity of Dolly Sidhwani, Bhavana Pandey and Nandita Mahtani. Its new collection will be released on 3 February at Jio Garden Studio.

The film has been creating immense chatter among the audience. Ranveer Singh plays the lead in this underdog story set in the slums of Dharavi, while Alia Bhatt portrays his love interest.

The limited edition of GullyGen collection includes jackets, hoodies, and t-shirts which are inspired by the film and is an expression of how hip-hop has been one of the biggest influences on street culture.

The collection with its light fabrics and prints like cotton single jersey and French terry, featuring the film’s thematic expression with slogans such as ‘Mere Gully Mein’, ‘Straight Outta Gully’ etc, hopes to create a style statement.

Zoya Akhtar says, “Gully Boy is the voice of the streets. It’s the swag and the survival that comes with self-expression. This clothing line will appeal to anyone who shares the same ethos. Freedom, choice, rebellion, individuality, poetry and above all hip hop.”

The GullyGen collection embodies the spirit of pushing limits and breaking boundaries, hence a menswear line to resonate with the youth,” says designer Dolly Sidhwani.

Bhavana Pandey says, “Streetwear has become a global trend and the popularity of hip-hop is well documented. We, as a youthful high street fashion brand, want to introduce the trend in India and make it available to the masses.”

Nandita Mahtani adds: “GullyBoy celebrates street culture and the lives of street rappers. For us, this film became the perfect way to showcase our love for the city and street fashion. This collection celebrates the passion to think outside the box, go beyond your dreams and achieve what one thinks is impossible.”

Gully Boy is directed by Zoya Akhtar and produced by Ritesh Sidhwani and Farhan Akhtar under the banner of Excel Entertainment, in association with Tiger Baby. It is slated to release on February 14.