Wearing confidence: How a simple idea became a youth movement

India Today

6 hours ago

In the crowded hallways of Indian colleges, where identity is often shaped through last-minute assignments, shared hostel rooms, and budgeted fashion choices, the idea of personal style might seem like a luxury. Yet for some, it becomes a quiet form of rebellion — a way to stand out, express, and be seen.Sahil Bhola and Aarush Bhola didn't grow up with access to overflowing wardrobes or designer labels. Like most students, they learned to do more with less — styling the same shirt differently for multiple occasions, stretching every rupee, and sometimes borrowing pieces from each other to pull off a fresh look.advertisementBut what started as everyday problem-solving — trying to look good on a tight budget — began evolving into something larger. A question started to linger: Why should looking good feel like a privilege? And what if the solution to that question could be worn, shared, and scaled?
India Today sat down with the brothers behind Allstag — a fashion label born not out of boardroom strategy, but out of lived experience — to trace the journey from casual college styling to a fast-growing youth movement rooted in authenticity.WHEN STYLE STARTED FROM NECESSITY'A good outfit could change the way you felt about your entire day,' says Aarush Bhola. 'But back then, money was tight. We used to save up for that one good piece and wear it in different ways. People still noticed — they'd ask, 'Where did you get that?''What began as a creative solution to a tight budget turned into an idea: what if style could be accessible without compromise?A NAME THAT BEGAN AS A COLLEGE JOKE'The name wasn't even serious at first,' says Sahil Bhola. All of us were single, so 'stag' became a running joke. And 'all' came from wanting to include everyone.'Later, the two realised that this accidental name captured what they believed in — inclusivity and individuality with a raw, unfiltered voice.MAKING STATEMENTS THROUGH SIMPLICITYAarush Bhola explains that they never tried to chase trends or loud branding. 'Every piece had something to say, even if it was quiet. Whether it was a quote, colour, or cut — it reflected a mood or a mindset.'For their wearers, the clothes often felt like an extension of their personality, not just a wardrobe choice.'We've had people tell us they wore one of our tees on a college date or a farewell,' says Sahil Bhola. 'These weren't just purchases. They became memories.'That emotional value — of feeling confident or seen in a particular moment — became a surprising and meaningful part of their journey.A JOURNEY WITHOUT BLUEPRINTSNeither of the brothers had formal training in fashion or business. 'We learned everything on the go,' shares Aarush Bhola. 'From what print suits what fabric to how a small change in fit can change how something feels — it was all trial and feedback.'advertisementMistakes were part of the process, but so was learning.
GROWING THROUGH COMMUNITY, NOT CAMPAIGNSUnlike typical marketing-led growth stories, theirs was quiet and organic. 'People just started tagging us,' says Sahil Bhola. 'Students wearing the clothes their way, sharing their looks. That's how it spread.'Their inboxes are still filled with first-time buyers sharing stories, selfies, and thank-yous.MOVING FORWARD WITHOUT LOSING BALANCEThe brothers are expanding slowly — exploring new categories, testing ideas — but staying grounded.'We're cautious about what we take on,' says Aarush Bhola. 'We want people to still feel like what they wear from us reflects who they are, not just what's trending.'In the end, it's not just about clothes. It's about what those clothes make people feel.'It's not about the logo,' says Sahil Bhola. It's about how you feel when you wear it — confident, expressive, like yourself. That's what people come back for.'advertisementIn a world of fleeting trends, their story stands out for its simplicity — two brothers building something honest, one shirt and one story at a time.There's no glossy playbook guiding Sahil Bhola and Aarush Bhola. Their choices are shaped less by trend forecasts and more by instinct, trial, and feedback. They're not in a rush to scale for the sake of it. What drives them is something quieter — a commitment to keep making clothes that feel personal, wearable, and honest.Their story isn't a blueprint for success, but a reflection of how small ideas can take shape over time — through lived experience, mistakes, and a willingness to keep listening. The result is still evolving. And that's the point.- Ends