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
Back in middle school, my brother and I launched a sneaker-customization business called Bhai Customs in our hometown of Buffalo, New York as a way to share our love for sneakers and design with the community.
But we always dreamed bigger.
We wanted to build something that truly captured the spirit of “Bhai” and the bond of brotherhood. Two years ago, that vision took shape as we transitioned our brand from custom shoes to a full-fledged apparel line.
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
During April of that year, we poured every dollar we’d earned over three years of sneaker customization into designing and launching our first clothing collection - this collection focused on our core tenets.
In the months that followed, we honed in on perfecting the fit and quality of our garments, while continuing to shape a brand identity that truly reflected our vision.
These past two years, we have been fortunate enough to grow our business after each successive drop. As well as hosting many more in person events, we have big plans for the future