Mumbai: Tata Motors has announced a new design-led collaboration with Gully Labs, an emerging Indian sneaker brand known for its focus on homegrown street culture. The partnership brings together the design identity of the newly reimagined Tata Sierra with Gully Labs’ flagship sneaker, Dvaita, resulting in a limited-edition collection that aims to celebrate originality, Indian craftsmanship, and the spirit of exploration.
The collaboration highlights a shared philosophy between the two brands: authentic Indian expression. While the Tata Sierra continues to evolve as a modern icon rooted in freedom and individuality, Gully Labs has built its reputation around representing a more real, raw and unfiltered India — one that goes beyond mainstream pop culture to celebrate everyday stories, struggles and creativity.
According to Tata Motors, the partnership is designed to “encourage self-expression and exploration,” aligning with the Sierra’s positioning as a vehicle for those who look beyond conventions.
A Sierra-Inspired Take on the Dvaita Sneaker
The limited-edition sneaker features several design cues taken directly from the Sierra:
- Topographic line detailing inspired by the Sierra’s design surfaces, symbolising the theme of exploration and journeys.
- A horse emblem on the tongue, drawn from a hidden Sierra graphic referencing the native horses of Sanand, where the SUV is manufactured.
- A yellow heel patch echoing the Sierra’s signature B-pillar, one of the most recognisable visual elements of the SUV.
- Clean, structured lines that mirror the Sierra’s confident stance and timeless aesthetic.
Gully Labs says the sneaker has been developed to reflect Sierra’s blend of sophistication and purpose-driven design, aimed at individuals who value both style and identity.
A Collaboration Framed Around Expression
Both brands emphasise that this partnership is not only a product release but a creative direction. The collaboration intends to encourage young Indians to express individuality with confidence — a message that aligns with Sierra’s legacy as a distinctive, non-conformist SUV and with Gully Labs’ positioning in India’s urban streetwear landscape.
With the Sierra making its return in a contemporary form and Gully Labs emerging as a new voice in India’s sneaker culture, the collaboration is positioned as a meeting point between automotive heritage and modern street style.
