Gully Labs x Royal Enfield: A Collaboration Where Subculture Meets Legacy

In a market buzzing with fleeting trends, some partnerships are not just dropping a product—they reshape the narrative. The collaboration between Gully Labs, a young Indian D2C sneaker brand, and Royal Enfield, a legacy motorcycle company, is one of a one-of-a-kind collaboration. What began as an inbound inquiry has evolved into a cross-industry statement of design, culture, and grassroots growth.

Origins of Collaboration

The partnership was initiated by Royal Enfield while planning the launch of their new motorcycle colorways inspired by three cities - London, Tokyo, and Rio de Janeiro. 

The idea was to complement the bikes with culturally resonant, well-designed sneakers. Gully Labs, known for storytelling through products, seemed like a natural fit.

Together, they created a sneaker that captured the aesthetic and emotional resonance of both communities. 

“An opportunity for co-creating something meaningful in the footwear space. A few of Royal Enfield members were already familiar with our sneakers, which helped the connection happen naturally,” said Arjun Singh, Co-Founder, Gully Labs. 

Cultural Growth Strategy

This partnership aligns with its broader strategy: treating sneakers as lifestyle symbols, not utility items. 

Arjun explained, “You could wear anything, even a Bata, but people choose Jordans because of the story and culture behind them. In India, this is a derived culture, inspired by the West. When we started Gully Labs, we knew sneakers could not exist in isolation—they had to be part of something bigger, co-created with our community and other brands.”

Rather than seeing the increasing number of sneaker brands as competition, Gully Labs sees an expanding market. Indian consumers are no longer satisfied with just one or two pairs of shoes. There is a defined demand for different occasions, moods, and identities.

“The sneaker market is not just competitive—it is evolving. People now want different sneakers for the office, gym, trekking, and casual wear. Sneakers have become to men what handbags are to women—a form of self-expression,” Arjun commented.

Why Royal Enfield?

Gully Labs has only joined hands with a designer, this collab is exclusive because of its cultural weight. Royal Enfield, with over a century of legacy dating back to the World War era, felt like the right partner. Unlike premium European brands that may not resonate locally, Enfield offered authenticity and mass emotional recall.

This tie-up allows Gully Labs to tap into a more extensive audience—riders, design enthusiasts, and subculture communities—giving both companies access to each other’s followings.

“Royal Enfield, with its century-old legacy and deep cultural backbone, felt like the perfect first bike brand for us to collaborate with. A Ducati would not resonate the same way—Enfield just made sense,” Arjun further elaborated. 

Shifting to Broader Reach

Previous Gully Labs collaborations were limited-edition and high-priced. With Enfield, the goal was accessibility. These sneakers are not only more affordable but designed for scale, targeted at wider demographics across India and abroad.

“We never aim for one-and-done collaborations. With collaborators like Enfield, we are looking towards long-term value—multiple cycles, not a single drop. It is about building something meaningful that contributes to our growth over time, not just a momentary spike in sales,” Arjun stated. 

Earlier collabs contributed to a small portion of Gully Labs’ portfolio. The Enfield range appears to be a portfolio mainstay, growing over multiple cycles rather than being a one-off spike.

Going Omnichannel Strategically

At present, majority of Gully Labs’ sales come through their website, as they explore other marketplaces. 

The brand is now shifting gears, expanding into physical stores in cities like Delhi, Mumbai, Hyderabad, Kolkata, and Bangalore.

Arjun mentioned, “People want to try before they buy—especially with sneakers. Right now, we are fully online, but that is just the tip of the iceberg. The real discovery, trust, and brand acceptance happen in malls.”

The brand expects offline sales to increase its share of total revenue heading into the next year. 

Not Just Metro Focused

Interestingly, Tier II and III cities account for a significant proportion of Gully Labs' domestic sales. Cities like Rajkot, Coimbatore, and Thrissur contribute almost equally to sneaker demand as Delhi, Mumbai, and Bangalore. This equal distribution reflects the brand’s appeal beyond typical metro customers. 

Additionally, nearly one-fourth of sales come from global markets through D2C channels, with growing interest from the US, UK, UAE, Singapore, and Australia.

“Around a one-fourth of our sales come from outside India. If someone sees a well-designed, unique sneaker that resonates with them, they will buy it, regardless of where they are from. In a commoditized market, people are simply looking for the best,” Arjun explained.

Revenue and Growth Targets

This fiscal year, Gully Labs is targeting double-digit crore annual revenue. While the brand has only existed for 18 months, it has already scaled nearly 10x. 

The next goal is sustainable annual growth, grounded in operational execution and strategic partnerships.

“We are confident in our ability to execute and aim to grow annually. But collaborations are not just about sales—they are part of a broader launch calendar and awareness strategy. It is about placing Gully Labs in a larger cultural conversation,” Arjun expressed.

More Collaborations Ahead

Following the Enfield drop, Gully Labs is preparing another collaboration with a heritage Indian brand, this time in the performance sports segment.

Arjun mentioned, “Our next collaboration is with another century-old Indian brand in the performance sports space. We are creating an athleisure sneaker with a football cleat-inspired upper and a sneaker sole—designed for casual, everyday wear with a sporty edge.”

A Global Indian Brand

The brand aspires to compete with global giants not just on volume but on comfort, design precision, and cultural connectivity.

“Our goal is to build a global brand—one that is proudly rooted in India but resonates worldwide. We want to make the most comfortable sneakers India has ever seen and become one of the few truly international names in the space,” Arjun concluded.

The partnership with Royal Enfield marks a turning point, a ‘coming-of-age’ for a startup that has grown from grassroots hustle to becoming a brand ready to play in the big leagues.