New Delhi, India | May 2025: Culture Circle, India’s leading hype and luxury fashion platform, today announced that it is dedicating the launch of its first-ever sneaker “The Winner” to the Indian Armed Forces, in a heartfelt gesture of solidarity and gratitude. As a mark of respect to the soldiers safeguarding our nation, the brand has pledged that 100% of the proceeds from the sale of this limited-edition sneaker will go towards war relief operations and veteran welfare initiatives.
Originally conceived as a symbolic product representing resilience, ambition, and the pursuit of victory, The Winner has now taken on a much deeper meaning. The brand, known for its bold, youth-first identity, is using this moment to shine a light on those who embody true courage and selflessness – the men and women of the Indian Army and Navy.
“At this time, when our country has once again witnessed the strength and resolve of our armed forces, it only felt right to redirect the narrative,” said Ackshay Jain, Co-Founder of Culture Circle. “This sneaker was meant to represent the idea of a ‘Winner’ and there is no one who deserves that title more than the soldiers who put their lives on the line to protect ours. It’s not just a tribute but it’s our responsibility as a brand born in India, for India.”
Limited to just 42 pairs, The Winner will retail at ₹51,000, a symbolic nod to the 51 lakh+ active personnel across the Indian armed forces. Each pair sold will directly contribute to meaningful impact, as funds will be directed to verified war relief and rehabilitation programs aimed at veterans and their families.
“Fashion, when done right, has the power to stand for something bigger,” said Devansh Jain Nawal, Co-Founder of Culture Circle. “We’ve always believed that Culture Circle is more than a retail platform, it’s a reflection of the times we live in and the values we uphold. This drop is not about hype. It’s about heart. It’s about honouring those who are the real backbone of our freedom.”
This move is aligned with Culture Circle’s growing commitment to purpose-led initiatives and social impact. By choosing to channel a commercial launch into a cause-based contribution, the brand is setting a precedent for how youth-driven businesses can participate meaningfully in national solidarity.