The Cheroots

The Che Roots (“CR“) is your one-stop shop for conscious hip-hop culture and fresh fashion. We’re a community, a movement, and a brand—all rolled into one. CR, the Community: We’re a collective of underground hip-hop artists from all corners of India, spitting rhymes in every language imaginable. We celebrate diversity, the true purpose of rap, and the vibrant music scene of secular India. We’re here to be the platform that gives these talented artists the recognition they deserve, because underground doesn’t mean unnoticed. CR X, the Brand: We bring the revolution to streetwear with a fusion of pop culture, fashion, and music. Think oversized tees, designer drops, and classic denim—all inspired by the Indian rap scene, underground icons, and worldwide legends. From bandanas and tote bags to hoodies and posters, our merch lets you rep the movement and showcase your love for conscious rhymes. We’re the Roots of Pop: CheRoots & CR X is a name that embodies our mission. It’s a nod to Che Guevara, the revolutionary, and The Roots, the hip-hop band known for their socially conscious lyrics. Join Our vision embodies the essence of hip-hop and contemporary culture, as mirrored in CherootsX, our clothing brand. Our designs captures the urban spirit of streetwear, serving as a testament to art, culture, and individuality. However, our vision extends beyond fashion. We aspire to establish a platform that nurtures and uplifts underground artists, not only in India but also globally. We believe in the transformative power of conscious rhyme and the shared consciousness that music can ignite. The crux of our mission lies at the crossroads of Art, Culture, and YOU. Che Roots serves as a bridge connecting the artistic souls of musicians with fashion-forward individuals who aim to wear their identity. We invite you to embark on this incredible journey with us as we cultivate a global community centred around the beats and rhythms of the underground hip-hop and pop realms.