Who is mydearnikes?

TS: Hey, mydearnikes! How’s it going? Where are you right now?

mydearnikes: Hey, I’m doing good. Sitting in my shop in Andhra Pradesh at the moment. 

TS: If you were to explain the idea of mydearnikes to someone new, & your role on Instagram, how would you do that? I, for one, think that you are making an impact, unironically. What is your take?

mydearnikes: I honestly don't think I am making any sort of impact, taking any stand. This was started on a very unserious note and is continuing on the same track. I’m just having fun with it!

TS: I think it’s the unseriousness of it all that is speaking to your Gen-Z audience. So, tell me what drove you to start this page and how the inception came to be. 

mydearnikes: Like most leisure ventures, I also brewed this whole idea back in 2020 when I was in quarantine for a week. I used to scroll through Tumblr like a maniac and find new communities that shared the kind of media you would not find elsewhere. An account by the name of zegalba was one of the gems, I was constantly reposting on my Tumblr account but Instagram was still oblivious to this information. So, to spread the word about fashion archives, Japanese street style and the underdogs of hip-hop, I took it upon myself to do this.

TS: With what ironic thought did you start mydearnikes and how have the tables turned?

mydearnikes: As I had wished, people liked going through my slideshows and media carousels because I knew this was something that was missing from their algorithm. They found my account cool and kept engaging. Instagram on the other hand, didn’t like it so much and said “You are a bad boy.” @saturdaysnack, which was my first handle, got banned thrice but I didn’t stop once.

TS: When did the infamous username of mydearnikes come into the picture?

mydearnikes: My followers were very loyal! Each time my account got un-banned, they would come right back. But somewhere in 2021, I decided to change the name. And that was when I put up a new account that we all know and love today- mydearnikes. At the moment, @saturdaysnack is non-existent.

TS: That’s sad. You still have another backup account ready right now, correct? @guardiansofdesire ?

mydearnikes: Yes, 2000+ followers, going strong! That account was active when mydearnikes was banned by Instagram for 9 months in 2022.

TS: I remember, the hardest time of my life.

mydearnikes: Hahaha, yes. A friend of mine helped me revive that account after 9 months.

TS: This is the same friend who is the founder of Drape, if I’m not wrong.

mydearnikes: Yes, him! He got me the account back. And right now, I’m just trying not to get banned this time around.

TS: Speaking of Drape, what are some homegrown Indian streetwear labels that you respect? And some that you aren’t very fond of? 

mydearnikes: I won’t null the “streetwear” scene in India, because people are growing and learning more about the style and its purpose. This label called Garuda is very authentic, I feel. They are very thoughtful and respect their customers, they even ship worldwide which is huge. Another label that caters to a worldwide audience is Rastah. They are based out of Pakistan though, not India. I really like Almost Gods too. This one time when I posted a story, some people argued saying that they aren’t original and that they copy designs.

TS: You really can’t draw a line there. Plagiarism is different from editing and taking inspiration. Labelling it “stolen” and “copied” is just immature.

mydearnikes: I agree. They were looking up to some designs and artists, following their lead and making something similar maybe, but that doesn’t lead to copying. Like Virgil said, “Nothing is original.” We are all inspired by someone else, something else, here & there constantly looking for inspiration as they call it.

TS: You get it!

mydearnikes: I honestly think that a lot of labels are just riding the wave of trends that are popular at a given moment. Say Jaywalking for instance, they might have started with a fresh mindset but lately, they and many others are just producing what is trending in the world, and aiming towards a nice profit margin. Instead of making something good.

TS: Now, how about you name some of these brands that you’re not very fond of?

mydearnikes: Not to name names but I had about 5 garments from Jaywalking that I recently sold via some thrift stores. So, that’s that. Also, people who are just starting out their shopping sprees, start from Bonkers for some reason. Mostly, girls, I’ve not seen men in Bonkers all that much.

TS: Have you ever been to Pune and seen 5 dudes show up in the same Wingman tee, standing parallel to each other?

mydearnikes: Hahaha, no I have not been to Pune yet, actually. But I’ll take your word for it.

TS:  Who are some of your favorite artists, ladies and fashion pieces? 

mydearnikes: Ladies, ah. The girl in the LSD music video, Yoon. She’s the founder of Ambush. Giovanna, Lil Yatchy’s girl, I love her she has great taste. Fashion pieces, I love Chrome Hearts, Junya Wantanabe, Issey Miyake. Big on Japanese fashion and street style. Artists who are regularly in my rotation are Kanye, Young Thug, and every single OPIUM member. That reminds me, I am a huge fan Joy Divizn. He is a visionary and has worked on insane projects with the biggest names in the industry like Ian Connor and Playboi Carti. I love his work.

TS: Okay, star question of this interview: how many photos and videos do you have on your phone right now? Give me the exact numbers, the world wants to know.

mydearnikes: I have forty-five thousand nine hundred and ninety-four images along with two thousand four hundred ninety-two videos on my phone.

TS: Those are great numbers, thank you so much for sharing. Now, talk to me about the very new and exciting mydearnikes clothing line!

mydearnikes: I’ve been in the line of clothing and textiles for around 8 years now so it only makes sense that I start something of my own. I have 2 of my friends from Delhi helping me build this thing up, and assisting me with the website, the sourcing, all of that. Initially, I will have to outsource most things but the endgame is to have my own production house and worldwide customers to sell luxury-level garments.

TS: So what all should we be expecting from mydearnikes when it comes to the store?

mydearnikes: We’re starting off easy with t-shirts and the basics, paying close attention to the quality and how the people respond to our collection.

TS: Right, and eventually having a worldwide audience. Also, you must have made a lot of friends and acquaintances because of mydearnikes. Has this helped you start your own label?

mydearnikes: Definitely! Just this morning, I texted Bhumi asking if I could maybe print her face on one of my tees. She’s down, we’re cooking something. Also, when I posted the story announcing the new line, people slid into my DMs, telling me they were available if I needed any sort of help. So, yeah that’s really nice.

TS: I have the biggest crush on Bhumi, I’d be honoured to have that tee, please send me a piece.

mydearnikes: I’ll make sure of it.