SNITCH, India’s leading D2C men’s fashion brand, in collaboration with Bismil, the renowned Sufi artist, launched a campaign titled Keeping It Alive to celebrate the art of persistence and the shared belief of passion, patience, and purpose to pioneer both music and fashion.

Under this association, a special collection has been introduced, marking a creative fusion of contemporary style and cultural depth. This collection reflects the spirit of both SNITCH and Bismil, staying true to their roots while embracing modern evolution. The line features a wide range of jackets, overshirts, shirts, trousers, caps, and bandanas, crafted with exquisite attention to detail. From laser-cut patchwork and intricate back motifs to Rajasthani and Mughal-inspired elements, each piece narrates a story of culture reborn for the new-age man.

“We are highly excited to have partnered with Bismil because we see parallels between music and fashion, the ‘Art of Persistence’ and ‘The Journey is the Art,’ respectively, which truly symbolize how every note in music and every stitch in fashion together shape a creator’s path,” said Siddharth Dungarwal, Founder and CEO of SNITCH.

The association extends beyond clothing, blending storytelling with treasured experience. The campaign is set to roll out through online and influencer-led initiatives.

“This partnership is more than fashion; it’s about emotion, endurance, and evolution. Both Bismil and SNITCH share a journey built on persistence and passion. Through this collection, we wanted to celebrate that very spirit of never giving up and constantly creating, even when no one’s watching,” he added.

This collaboration marks the first of many to come for SNITCH, as the brand continues to bridge the gap between culture and contemporary fashion through art, music, and creative storytelling.