Indian luxury menswear label SDS | KUSHAL SHAH celebrates the fusion of traditional Indian craftsmanship and modern design aesthetics. Let’s delve into the mind and heart of its visionary creator, Kushal Shah…
By Andrea CostaBir
The brainchild of Kushal Shah, SDS | KUSHAL SHAH caters to a discerning clientele with prêt, couture and bespoke offerings. Kushal has an acute understanding of men’s evolving style needs and creates menswear that’s a perfect fit for today’s discerning gentlemen. His commitment to quality ensures each garment exceeds the highest standards of bespoke tailoring.
Inspired by the legacy of his father Dhiren Shah’s legendary SHEETAL DESIGN STUDIO, Kushal weaves the rich heritage of SHEETAL DESIGN STUDIO into every creation at SDS | KUSHAL SHAH.
With a keen eye for modern aesthetics and innovative design, Kushal crafts a story of generational excellence by creating menswear collections that pay homage to the rich heritage of his family’s legacy. “For me, SDS | KUSHAL SHAH is about continuity with a touch of reinvention. SHEETAL was a pioneer in defining fashion for its time, and I have the privilege of building on that foundation.”
Excerpts from the interview…
What does it mean to you to create a new legacy – SDS | KUSHAL SHAH – while honouring the foundation laid by SHEETAL?
For me, SDS | KUSHAL SHAH is about continuity with a touch of reinvention. SHEETAL was a pioneer in defining fashion for its time, and I have the privilege of building on that foundation, while tailoring it for today’s discerning man. It’s less about rewriting the story and more about writing the next chapter — one that speaks to the contemporary ethos. SDS | KUSHAL SHAH represents a reimagination of that ethos, blending tradition with modernity. Think of it as modern architecture built on a heritage site; both elements enhance each other.
What inspired you to start SDS | KUSHAL SHAH? And what inspires your designs?
SDS | KUSHAL SHAH was born from the realisation that men’s fashion deserved more nuance, more thoughtfulness. I’ve always admired the vast options available in women’s fashion and felt a need to create similar opportunities for men, so the choice to start this label was deeply personal. As for the designs, inspiration comes from everywhere — a striking piece of architecture, the texture of a vintage fabric, or even the subtle confidence of someone walking down the street. It’s about capturing that moment and translating it into something wearable.
What is the key inspiration behind your upcoming 2025 collection?
Do share sneak peeks into the silhouettes/ aesthetics. The 2025 collection is inspired by contrasts — sharp structure meets fluidity, heritage meets innovation. Think sculpted tailoring paired with unexpected textures and details. The silhouettes take cues from classic menswear, but evolve into something more avant-garde. It’s a wardrobe for the man who’s equally comfortable at a black tie event or a rooftop soirée. Subtle yet striking — it’s all about making an impression without trying too hard.
SDS | KUSHAL SHAH has styled many Bollywood A-list celebrities. What’s the strategy behind your celebrity collaborations, and how do you ensure they resonate with the individual and your brand identity?
Our celebrity collaborations are a key extension of our brand philosophy. We’ve had the privilege of styling male icons like Vicky Kaushal, Shahid Kapoor, and Aditya Roy Kapur, tailoring each look to complement their style.
Each collaboration is personal. It’s a thoughtful process, almost like tailoring a bespoke suit, but for their persona. The goal isn’t just to dress them, but to create a look that feels authentic to them while carrying the essence of SDS | KUSHAL SHAH. When it’s done right, you know because the outfit speaks for itself — and so do the headlines.
Does SDS | KUSHAL SHAH approach sustainability and ecofriendly practices in fashion design?
Absolutely. Sustainability is integral to our ethos. We focus on highquality materials that are responsibly sourced and designs meant to last rather than fade with the season. It’s about creating pieces that clients cherish rather than discard. Luxury, in my view, is inherently sustainable — it’s about fewer, better things. And while we’re not perfect, every decision we make considers the planet as much as the product.
How do Indian textiles and traditions influence your work at SDS | KUSHAL SHAH?
Indian textiles and craftsmanship are an endless source of inspiration. The depth, the history, the artistry — they’re unparalleled. At SDS | KUSHAL SHAH, we celebrate these traditions by incorporating them subtly into modern designs, creating a balance between old-world charm and contemporary sensibility. It’s about respecting the craft while making it relevant for today’s wearer. There’s something quite special about blending centuries of heritage into something that feels completely new.
Describe the SDS | KUSHAL SHAH man.
The SDS | KUSHAL SHAH man is confident, sophisticated, and unapologetically himself. He values quality, understands the power of presentation, and seeks pieces that reflect his individuality. Whether he’s attending a high-profile event or enjoying a casual outing, the SDS man embodies effortless elegance. Above all, he dresses for himself, not for applause, though the compliments are a welcome bonus!
How do you stay ahead of trends in the highly competitive fashion industry?
Staying ahead isn’t just about following trends — it’s about understanding what truly resonates with people and why. At SDS | KUSHAL SHAH, we keep an eye on the pulse of global fashion but filter it through our lens of understanding our clientele. It’s not about being the loudest or the fastest; it’s about creating something that feels right for the everevolving preferences. Trends may come and go, but great design endures.
What is your vision for SDS | KUSHAL SHAH; how do you plan to expand or innovate?
The vision is simple: To make SDS | KUSHAL SHAH synonymous with the finest in menswear in national as well as global markets. Expansion plans are strategic yet bold — listings on multi-designer stores, exclusive collaborations, popups, designer meets, and some global trunk shows. Innovation comes from continually refining what we do — whether it’s through technology, new materials, or fresh perspectives on classic design. It’s about growing with intention, and staying true to our roots while reaching for new heights.
