Raga Man creates a bridge between two cultures with its line of men’s apparel that brings Indian artistry to laid-back Venice Beach style.
In ancient Sanskrit, the word “raga” means both melody and color, and refers to the act of coloring or dyeing. The term is also related to an emotional state, particularly passion, love, or sympathy for a subject. Within each stitch of Raga Man’s designs, you can see the true definition of the word come to life, and the passion of the team behind each piece of clothing.
Raga was founded in 2012 by the Chaudry family in Venice, CA and began in women’s apparel, recently expanding its brand into a men’s apparel line, Raga Man, in August 2017. Founder Krishan Chaudry came from humble beginnings and started his career in the fashion industry in 1976 by creating his own designs and clothing after leaving his home country, India, and settling in Venice Beach. His design style was a conception of his own personal journey, combining traditional Indian patterns with the laid-back beach style that is infamous to Venice Beach residents.
This team of Krishan and his two sons, Sahil and Samir, have carried on that original dream of creating a contemporary clothing brand born of two cultures, merging together two very different styles to create a conversation about multicultural appreciation.
“If someone wears something that we made, and it fully expresses who they are as an individual, it will give them the chance to see that as a human race we’re all connected,” says Sahil. “We wanted to make something that resonates with people and encourages them to be more open-minded about connecting with other cultures and to have a mutual respect for people with different backgrounds.”
Each print in the Raga Man line was specially curated to reflect the traditions and values of their Indian heritage. The team works with pattern makers from Rajasthan, the northwest region of India known as “the Land of Kings,” who create traditional Indian patterns and use designs and colors that were inspired by ancient Indian royalty. These pattern makers use traditional hand-block methods of printing to truly capture the authenticity of the Indian culture for the Raga designers.
The first collection launched by Raga Man was inspired by Ayurveda, the ancient belief that everything is made up of five elements: earth, fire, water, wind, and ether, or the emptiness and void. The Chaudry men were inspired by the use of the elements to inspire those who wear their designs to experience the world around them and appreciate everything the world has to offer as they travel through life.
“Our designs are not only the story of our family’s heritage, but a true American story, since we are a country that is a melting pot of different cultures,” said Sahil. “With the freedom and free-flowing feel of the classic Venice Beach style, we are able to easily mix in our roots and show people what happens when two cultures interact.”
This convergence of cultures has created something beautiful that has been well
received among their customers and the fashion community. Raga Man clothing is sold in 40 brick-and-mortar stores across the country, and was also featured in Vogue Italia. Each of Raga’s items are made with premium fabrics, with a cotton linen, rayon, rayon-crepe blend, and buttons made from coconut to finish to retain the natural quality of their clothes.
Raga Man recently launched its e-commerce shop, which can be found at theragaman.com. To shop the Raga women’s line, please visit shopraga.com. For more information on the Raga story or to see store locations, please visit the website.
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