“Be passionate about who you are, because no one can change that. If you’re ashamed, you’re just in the wrong room”
Streetwear is no longer just about clothes it’s about storytelling, community, and attitude. Few up-and coming brands capture that spirit as boldly as Summertonez. Known for its heavy graphics, limited drops, and unapologetic edge, Summertonez has quickly built a lane of its own in today’s crowded fashion space. Behind the label is a creative mind with a vision that blends music, culture, and rebellion into wearable art. Creativeface sat down with the brand’s founder to talk origins, inspirations, and what’s next for the movement.
CF - Let’s start at the beginning what inspired you to create Summertonez, and what was the vision you had when you first started the brand?
ST - SummerTonez was an idea an 16 year old had in his bed a thought created by not seeing many Punjabi Designers in Streetwear HighFashion. My Vision was to Bring my Designs Alive like my inspiration Virgil Abloh but in my own lane , take the failures of many Designers and take my lessons and create custom to my acquired taste mixing Punjabi Culture.
CF - At 16, most people are just wearing brands, not starting them. What made you believe you could actually build something real out of that idea in your bed?
& You mentioned Virgil Abloh as an inspiration what lessons from his career influenced the way you’re building Summertonez in your own lane?
ST - The Person Who really rolled the ball was Ikky who now is like a older brother to me. i reached out to from a Dm on instagram Just Asking to send a pair of clothes that DM led me to styling him for his first show and Designing a Custom Vest and Jeans i was 19 out of my country in Canada and That 1/1 Fit i designed was on billboard music canada punjabi wave cover also watching a crowd of ppl just in awe and comments from that first show just made me believe im in it for a reason and to push my beliefs and twist morals .my parents also showed a crazy work ethic when i was younger my father worked 7 days out the week 15 hours a day and my mother at his company watching the register as he mops or throws the trash my parents pushed the cart and ikky sent it to the moon
Virgil was an understatement in this Game of Fashion he pushed boundaries and made who he was in clothing. Once you seen a piece of Virgil you just know it’s him his own unique style made me want to push my own From 1/1 Clothing to Limited Drops .Virgil drew a blueprint he made it visually appealing to make clothes and diy. shoutout Kanye tho Pastelle was also another inspiration.
CF - Wow that’s incredible. From a DM to designing for Ikky’s first show at just 19, to channeling the work ethic you saw in your parents, that’s a story of hustle and belief. And the way you connect that to Virgil, Kanye, and even Pastelle really shows the lineage of where Summertonez sits in the culture.
You shouted out Kanye and Pastelle, if you could collaborate with either Kanye or Virgil in their prime, what would that collab piece look like?
When people see a Summertonez piece years from now, what do you want them to immediately feel or recognize?
ST - I translate it by just being loud about the society i live in and the environment and who i am as creative in my clothing from washes to graphics . he talked in his music as if it was happening in ur eyes a song which you can imagine unraveling as he talks . Clothing translates also with my videos i bring in instead of fashion shows i like to create a vivid experience you wont want to leave until it’s over. i like to say my 50 cents on things i feel
most memorable is when i designed a piece of merch for Talwiinder and when the fan received it he was in tears of joy his excitement of seeing the artist and receiving a shirt made that the most memorable
and say shoutout to talwiinder he’s been really helpful and letting me create what i want for him really a blessing. he is also another person who in the music industry which understands my love of clothing and translate music with it. he also let me creatively direct a music video off the love of being a person in my corner who’s there for me he really lets me also spread my wings i genuinely am blessed with the support i have with punjabi artists who believe in me it’s truly inspiring to keep going for my culture and my people it’s insane what punjabi and indian culture overall will be
CF - That’s powerful the way you compare clothing to music you can see unraveling, and how you use visuals and videos to make Summertonez an experience instead of just a fashion show. And that story about the fan in tears that’s proof of how deeply your work resonates.
Do you feel a responsibility to represent Punjabi culture in a certain way through your fashion, or is it more about showing your personal truth? & You spoke about giving your ‘50 cents’ on things you feel what topics or truths do you feel most called to speak on through your clothing?
ST - I feel like as if it’s not a responsibility it’s just something i want to come with me everywhere i go it’s just something i always had as a kid brought up dividing me but never felt like it was because of the beauty of it i love my culture and the country of india is full of history . i jus want us to feel loved like we give love.
the topics i like to be brought up on a broad spectrum is Mental health .being in a South Asian household its very important to be aware of passed down trauma our families endured a lot i jus want to brush up on some history on this journey and make it a universal outlook for others to see how dope we really are
CF - Fire, It really comes through that Summertonez is more than fashion it’s a reflection of who you are, your culture, and the values you carry with you. I love how you tie your designs to awareness around mental health, passed-down trauma, and celebrating South Asian identity, making it relatable and universal at the same time.
Looking ahead, how do you see Summertonez shaping conversations around culture, identity, and creativity in fashion? & lastly, if you could leave one piece of advice for young creatives trying to honor their culture while carving their own lane, what would it be?
ST - I feel as it will be an example of how we should push our culture and mix the one we currently live in as immigrants the whole world is beautiful we need to show that to each other educate one another of how beautiful this one life we have really is and pushing the boundaries of art making a light of a dark place i am a punjabi kid from bellflower with pink hair and tats i bent the look of a stereotype i’m jus me
i would say, is to be passionate about who you are because no one can change that so if u are ashamed your just in the wrong room.
