Back in 2020, Divyush Gadodia stepped away from the world of finance and banking to launch something entirely of his own—Sorta.®, a streetwear label born in Kolkata with big ideas and zero external funding. Instead of following trends, Sorta. carved out its own lane, calling its style “hustlewear”—fashion built for people who grind hard, think differently, and express themselves unapologetically.
Despite being bootstrapped, Sorta. has grown steadily, finding its tribe among India’s youth and slowly gaining international eyeballs. From oversized tees and bold hoodies to signature bomber jackets and bowling shirts, the brand’s lineup feels anything but mass-produced. Even their socks and perfumes carry the same attitude—unfiltered and original.
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What really turns heads, though, is their in-house printing tech called ‘Praint’—a unique 3D texture that adds an almost sculptural quality to the fabric. It’s tactile, visually striking, and proudly one-of-a-kind in the Indian fashion scene. Layered on top of that is a commitment to hand-drawn art and design—each piece looks like it has a story, not just a label.
In FY 2023–24, Sorta. pulled in around Rs 60 lakh in sales—an impressive run for a self-funded venture that’s never leaned on VC cash or celebrity endorsements.
Now, the brand is setting its sights beyond Instagram drops and online hype. Plans are underway to expand into brick-and-mortar spaces across Indian metros, while also pushing into overseas markets. Gadodia and his team are betting big on research and innovation, fine-tuning what their audience wants and figuring out how to deliver it in ways no one else is.
What keeps it all grounded is the mission: make premium streetwear that champions hustle culture, creativity, and personal grit.
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“Everyone’s chasing something,” Gadodia says. “We just want to dress them while they do it—with pieces that feel like they were made for their journey.”
