Collections
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Sweatshirts
Celebrate culture in comfort with our Desi South Asian Sweatshirt Collection —...
Featured products
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Bollywood Chai Lover Spill The Chai Short Sleeve Tee
Regular price $24.00 USDRegular priceUnit price per$34.00 USDSale price $24.00 USDSale -
Bollywood Desi Chic South Asian Short Sleeve Tee
Regular price $24.00 USDRegular priceUnit price per$34.00 USDSale price $24.00 USDSale -
Bollywood Desi Punjaban College Crewneck Sweatshirt
Regular price $40.00 USDRegular priceUnit price per$50.00 USDSale price $40.00 USDSale -
Bollywood Desi Queen Pop Art T‑Shirt Vibrant Four‑Panel Indian Portrait Tee
Regular price $24.00 USDRegular priceUnit price per$34.00 USDSale price $24.00 USDSale -
Bollywood Desi Super Girl Boxy Tee
Regular price $35.00 USDRegular priceUnit price per$45.00 USDSale price $35.00 USDSale -
Bollywood Desi Vibes Short Sleeve Tee
Regular price $24.00 USDRegular priceUnit price per$34.00 USDSale price $24.00 USDSale
500+ Happy Customers!
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Nidhi
Perfect t-shirt for casual outings, brunches with friends and family. ❤️
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Bazigha Khan
Great quality. Really cool sweatshirt. Happy with it!
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Tehmina Naqvi
Loved the 'I ❤️ Chai' Sweatshirt. Great quality and print! My favorite sweatshirt.
A Little Chai. A Lot of Color!
We're made of strong chai, Bollywood nostalgia, familiar streets, and a love for all things colorful. At URB GEN, we turn those little pieces of home into bold graphics, playful expressions, and everyday streetwear with a desi soul. Because while the world fills its racks with gray and beige, we're here for the color, the culture, and everything that makes us unapologetically us.
Blog posts
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Color Is Our Culture: Why South Asians Have Alw...
Priti SrivastavaIn South Asia, color is everywhere. It spills from flower markets, dances across embroidered textiles, brightens bustling bazaars, and transforms everyday streets into living works of art. At URB GEN,...
Color Is Our Culture: Why South Asians Have Alw...
Priti SrivastavaIn South Asia, color is everywhere. It spills from flower markets, dances across embroidered textiles, brightens bustling bazaars, and transforms everyday streets into living works of art. At URB GEN,...
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Mughal Florals Reimagined in Modern Streetwear
Priti SrivastavaSome patterns are more than decoration. They carry stories of empires, gardens, artisans, and artistic traditions passed down through generations. At URB GEN, we draw inspiration from India's rich textile...
Mughal Florals Reimagined in Modern Streetwear
Priti SrivastavaSome patterns are more than decoration. They carry stories of empires, gardens, artisans, and artistic traditions passed down through generations. At URB GEN, we draw inspiration from India's rich textile...
