“It’s like an Asian Paints shade card,” 36 year-old Charanjeev Singh tells us, while reciting labels like Bashful Beige, Purple Prose, Brown Bread and Cold Coffee. These are just four out of a hundred turban cloths that you can shop online on Singh Styled, an e-store that sells turbans and beard care products for Sardars. There’s an ‘Eggplant Delight’ shade too, but this is a family website, so we’re not going to venture there.
Charanjeev “soft launched” Singh Styled a year ago, when he realized that he was the only male in his family who still wore a turban. “I think many Sardars are letting go of these symbols because of the tedium of upkeep and the lack of cool options.” And so it was dreamed up, this “GQ for Sardars”, a place to buy pure cotton turbans, antique style beard brushes and limited edition kadas (bangles). The idea is to celebrate Sikh identity, we’re told.
Since launch, Charanjeev and his motley crew of five fulfill 900 orders a month, sending their turbans everywhere from Bombay to Birmingham, Sydney to Singapore. bpb loves that none of the turban fabrics bear kitchy prints and gimmicky catchphrases; just solid colours quietly breathing, each rolled up with bits of white rope and tagged with cute colour names.
And so it was dreamed up, this “GQ for Sardars”, a place to buy pure cotton turbans, antique style beard brushes and limited edition kadas (bangles).
Interestingly, 60% of Singh Styled’s grooming products, including setters, washes and oils for beards are purchased by non-Sardars. Here in the beauty section, you will also stumble upon handmade moustache and beard combs – “Singhs love our Fine Beard and Turban Tuck Combo Comb” – that fit in bushirt pockets and Aesop vanity cases.
Feast of the Goatee
The Singh Styled Box will launch soon, a subscription service for regular users of their turbans and beard care products. Charanjeev also promises new limited edition kadas and elegant metal salais (turban tucking needles), out in October, plus 500 more turban shades including Spectre of Pink, which looks just like the faint blush of steady love.
Getting there: Shop at www.singhstyled.com, Rs 291 for a beard, Rs 299 for 200 gms of beard setter, they ship across the world.
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