Urban Monkey has emerged as a trailblazer in India’s streetwear scene, largely driven by the vision and passion of its founder, Yash Gangwal. Let’s dive into the fascinating story of how this brand came to life.
1. Origins Rooted in Skateboarding & Street Culture
- Yash’s story begins far from India—in Hong Kong, where he grew up skateboarding on gritty city streets. A return visit to Mumbai during adolescence planted the seeds for his entrepreneurial journey.
At 24, following his graduation in Australia, Yash moved back to India and was struck by a glaring gap in the market: no quality streetwear, skateboards, or accessories that captured the energy of hip-hop and skate culture.
- Founding Urban Monkey
In 2013–2014, Yash founded Urban Monkey with the vision of bringing together skateboarding, streetwear, and music as a cohesive expression of urban culture.
The brand initially focused on skateboards and caps—typically unavailable or inaccessible to enthusiasts in India.
- Pivoting & Expansion
The early focus on skateboards primed the brand but proved too niche. Urban Monkey adapted by venturing into sunglasses, headwear, wallets, and accessory bags—items that resonated much more broadly.
Attempts at other categories like shoes, power banks, and Bluetooth earphones didn’t pan out—but each misstep refined the brand’s identity. - Community & Culture—Beyond Commerce
Yash didn’t just sell products—he built a community. Urban Monkey collaborated with hundreds of underground artists, athletes, dancers, and musicians through events and cultural activations.
The brand gained visibility when its products appeared in the Bollywood film Gully Boy and were worn by participants on shows like Roadies, MTV Hustle, and Dance India Dance.
Celebrity collaborations include Rannvijay Singh, Raftaar, Bhuvan Bam, Divine, and more—cementing the brand’s position in India’s urban pop culture. - Shark Tank & Public Recognition
Urban Monkey appeared on Shark Tank India (2022). Founder Yash received three offers—from Peyush Bansal, Aman Gupta, and Ashneer Grover—highlighting strong investor interest.
However, according to viewers, he chose not to accept the offers, choosing to stay true to his vision rather than compromise. - Evolving Business Strategy & Expansion
Urban Monkey operates via a direct-to-consumer (D2C) model, selling through its website rather than multi-brand platforms like Amazon or Flipkart.
Manufacturing is distributed—third-party partners in India (Tirupur), China, and Bangladesh ensure quality and scalability.
In 2024, the brand joined Myntra’s Rising Stars initiative, offering a wider collection (over 170 styles) and aiming to triple its growth leveraging Myntra’s reach.