Before everything had a mood board,

India already had one.

Jalebis spiralling out of a kadhai.

Trucks screaming HORN OK PLEASE in chrome and colour.

CDs stacked next to the TV.

Matchboxes with tiny illustrations.

Bollywood posters.

Sticker-covered scooters.

Everything was colourful. Everything had a little too much going on.

And somehow, everything had personality.

We didn't call it design. We didn't call it nostalgia.

It was just life.

Then we grew up.

And suddenly, the things we'd stopped noticing started looking pretty damn cool.

The things from the drawer.

The things our parents kept.

The things we thought were uncool until they weren't.

So, we did what we do best. We remixed them.

Take something old. Flip it.

Make it yours. Put it somewhere unexpected.

Like on your wrist.

That's 91.

And the name was hiding in plain sight. 

+91.

A tiny prefix that tells you where something comes from.

For us, it's the colours, sounds, memories and references we grew up with.

+91 is our starting point.

A little old. A little new. A little weird. A lot of now.

Because time is universal.

THIS IS 91.