About us
"Our brand was started by two bhais (brothers) in Buffalo, New York, who were inspired by their Indian heritage and had aspirations for a unified community. Strengthening values found in our city, culture, and community foster the ideation of our designs. As our brand continues to grow, we hope that the meaning of Bhai, which signifies love, support, and unity between people will continue to spread throughout the world to form a better tomorrow." - Shaan from Bhai
Our Story
Beginnings
When my brother and I were in middle school, we started a sneaker-customization business (Bhai Customs) in our hometown of Buffalo, New York to share our passion for sneakers and design with others. However, we wanted to create something larger that represented the core tenets of "Bhai" and brotherhood. Last year, we decided to shift our brand to apparel.
Production
In February of 2023, we visited India with to learn more about the clothing production process. We toured multiple facilities in Ludhiana, India, which is known as one of the fashion production capitals of the country, and learned every step of the process of making clothing from raw cotton to the finished product. After renaming our business Bhai New York and forming our general partnership, we established ourselves as a luxury-comfort clothing brand. After connecting with manufacturers in India, we were able to place our first order of hoodies and t-shirts.
Launch
We designed and released our first collection that April, investing all the money we had earned as profit from 3 years of sneaker customization. Within the following months, we focused on improving the quality and proportioning of our garments, along with developing our brand identity.