Our Story

Walk down a street in Mumbai, Delhi, Bengaluru or Hyderabad and count the t-shirts that say New York, London, Tokyo or Paris. We did. And it left us with a simple question: why do we celebrate skylines we have never stood under, yet hesitate to wear the names of the cities that shape our every day? Our cities are loud, colourful, chaotic and full of soul. Each has its own language, its own street food, its own history and its own heartbeat. All of that pride was missing from our wardrobes.

That question became LYC. We did not set out to start one more clothing brand; we set out to start a movement of city pride. LYC is built on one belief: your hometown is not just a place on a map. It is a vibe, a community and a badge of honour. So we are flipping the script. Instead of wearing a city you have never visited, why not wear the streets that raised you?

• Rooted in local culture. Every design draws on local landmarks, regional flavours, street architecture and the unmistakable energy of Indian cities.
• Premium comfort, everyday wear. Made in high-grade, breathable fabric that handles India's many climates and keeps you looking effortlessly put together.
• A statement of belonging. An LYC t-shirt is more than cotton. It shouts out your roots, starts conversations and connects you with fellow locals who love the city as much as you do.

We picture an Indian street that is a sea of pride, where people wear their own city's name with the swagger they once kept for global capitals. From the iconic gullis to the modern skylines, LYC is here to colour your world with local pride.