How I got my job as... The founder of this uber-cool streetwear label

Emirates Woman

a day ago

How I got my job as… The founder of this uber-cool streetwear label
This week, Emirates Man speaks with Shubham Gupta, the founder of Bonkers Corner, an uber-cool streetwear label based in India, which is expanding its portfolio into Dubai.
Welcome to the Emirates Man weekly series 'How I got my job as…' where we speak to incredible entrepreneurs, and businessmen both based in the UAE and globally to find out about their career paths that led them to where they are now; what their daily routines look like; the advice they'd give to those starting out; and the hurdles they've had to overcome.
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Known for being an uber-cool label that the younger crowd loves, Shubham Gupta, speaks to us how he built his fashion label and its journey to the UAE's fashionscape.
With industry experience in the fashion world from working with his father in his white-label clothing business and understanding manufacturing to supply chain basics, Gupta's Bonkers Corner checks all the boxes for what it means for a brand to be fashionably relevant while remaining strong in its back-end processes.
So, to delve into his journey in this industry, Emirates Man spoke to him to see how it all began.
What was your favourite subject at school?
Maths has always been my favourite subject because it taught me how to think logically and approach problems systematically. I've always enjoyed the challenge of finding solutions, and that analytical mindset has been invaluable in business – whether it's making data-driven decisions, optimising processes, or solving unexpected challenges.
What was your first job?
My first job was helping my father in his white-label clothing business. It gave me hands-on experience in the apparel world early on. From understanding manufacturing to supply chain basics. That foundation was invaluable when I started Bonkers Corner later.
What brought you to Dubai?
Dubai is a vibrant crossroads of cultures and commerce. It's a place where trends from around the world converge, and the fashion scene is incredibly dynamic. For a brand like Bonkers Corner that thrives on youth culture and streetwear, Dubai felt like the perfect gateway to a global audience.
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What inspired you to enter the fashion space and launch Bonkers Corner?
I saw a gap in the market for streetwear that was both expressive and affordable – something authentic, but also accessible. My background in the whole white-labeling and D2C made me confident we could build a brand that wasn't just about clothes, but about community, creativity, and culture. That vision became Bonkers Corner.
Talk us through the concept?
Bonkers Corner is all about unapologetic self-expression and quality products at an affordable rate. We design bold, oversized, and comfortable streetwear that encourages people to be themselves without compromise. It's where fashion meets lifestyle — with an inclusive, gender-neutral vibe that reflects today's youth.
What are the key elements of your role?
As founder, I'm involved in everything, from brand strategy and product development to tech infrastructure and licensing. My job is to keep the brand authentic and innovative while ensuring our operations and marketing align with our vision.
Talk us through your daily routine.
My day usually starts early, and I strive to begin with positive thoughts. I first proceed with a review of sales and inventory data, followed by team catch-ups on marketing, product design, and tech projects. I also set aside time for creative brainstorming and meetings. The day is a mix of strategic thinking and hands-on problem solving.
What advice do you have for anyone looking to follow the same footsteps?
Be patient but persistent. Build your foundation and deeply understand your product, your customer, and your market inside out. Also, embrace feedback and failure as essential parts of the journey. Most importantly, stay authentic to your vision and don't chase trends blindly.
Tell us more about Bonkers Corner and its pieces?
Our pieces reflect the street culture ethos, oversized fits, bold graphics, and quality materials that feel as good as they look. Each collection tells a story and is designed to empower the wearer to express themselves freely. We focus on inclusivity, with gender-neutral options that break traditional fashion norms.
What is the best piece of advice you have ever received?
Discipline beats motivation.' That's the best piece of advice I've ever received. It taught me that consistency and commitment matter more than fleeting bursts of inspiration. This mindset has helped me stay focused through challenges, stick to my goals, and build Bonkers Corner with a long-term vision rather than chasing quick wins.
And what is the worst?
The worst advice I ever received was to 'just follow what's trending.' While trends can offer short-term wins, blindly chasing them can dilute your brand's identity. In fashion and in business. I've learned it's more important to build a distinct voice and stay true to it. Trends should inspire, not dictate
What's the biggest challenge you have had to overcome?
Scaling Bonkers Corner without losing its authenticity has been the biggest challenge. As we grew, there was constant pressure to compromise on quality or design to meet demand quickly. Balancing speed with creativity, and expansion with staying true to our roots, has taken conscious effort, strong systems, and a committed team.
What's the future of the brand?
The future of Bonkers Corner is about becoming a global voice for streetwear that's inclusive, bold, and accessible. We're looking at expanding into more international markets, exploring collaborations with artists and creators, and pushing the boundaries of sustainable streetwear. The goal is to keep evolving while staying connected to the community that built us.
For more information, visit @bonkers.corner
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Images: Supplied