Who Are We?

AsUsual is a unisex streetwear label built for the generation that expresses itself through style — effortlessly cool, confidently bold. Inspired by street culture and everyday hustle, we blend comfort with statement-driven fashion to create pieces that feel real, wearable, and original.

But AsUsual is more than just a clothing brand — it’s a community of creators, dreamers, rebels, and everyday hustlers who believe in standing out without trying too hard. Built from late-night ideas, big dreams, and real stories, we represent the people who move differently and stay authentic in a world full of trends.

About the Company

Founded in Jaipur, AsUsual started with a simple vision — to build a streetwear company that feels connected to youth culture, individuality, and self-expression. What began as conversations between two school friends slowly turned into a growing fashion movement driven by creativity, consistency, and community.

At AsUsual, every collection reflects attitude, comfort, and originality. We focus on creating everyday street-style essentials that don’t just look good — they represent a mindset.

About the Founders

AsUsual was founded by two friends from Jaipur — one from a commerce background and the other from science. Different paths, same ambition. From sitting on the last benches in school to building their own company, the journey started with nothing more than ideas, passion, and the dream of creating something meaningful.

Without any fashion background or big setup, they turned their love for street culture and creativity into a brand that people could genuinely connect with.

Style it casual. AsUsual.