Payal Dhare, a prominent gaming creator associated with esports and content firm S8UL, has partnered with OWND!, the Gen Z fashion brand from Aditya Birla Fashion and Retail Limited. This collaboration has resulted in the launch of ‘Gamer Drop,’ described as India’s first fashion capsule curated by a female gamer.
The collection, which aims to merge gaming culture with contemporary streetwear, was conceptualized by Dhare herself, drawing inspiration from her personal style and community engagement. Unlike traditional creator merchandise, ‘Gamer Drop’ seeks to integrate gaming aesthetics into versatile, everyday apparel.
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Dhare, widely recognized online as Payal Gaming, maintains a significant digital presence with over 4.67 million subscribers on YouTube and more than 5.3 million followers on Instagram. Her accolades include being named ‘Streamer of the Year’ at the global MOBIES Awards, making her the first Indian female gamer to achieve this international recognition. She was also the sole female gamer invited to a roundtable discussion on gaming with Prime Minister Narendra Modi. These achievements underscore her growing influence within both the gaming community and broader youth culture, where gaming increasingly impacts fashion, music, and identity. For more on such **developments in the gaming industry**, readers can explore `https://technosports.co.in/`
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Payal Dhare and OWND
Marco Agnolin, Chief Executive Officer of [OWND!](https://www.ownd.in), stated that gaming has become a significant cultural force influencing youth expression and engagement with fashion. He noted Dhare’s authenticity and deep connection with the gaming community positioned her as an ideal collaborator for a gaming-focused collection, aligning with OWND!’s objective to connect with digitally native youth through culture-driven initiatives.
Payal Dhare commented that the collaboration allowed her to create a collection reflecting her personal style and the energy of her community, emphasizing comfort and self-expression.
The initiative also highlights the expanding role of content creators in India’s youth culture. According to a report by Boston Consulting Group, India is home to an estimated 2 to 2.5 million creators. Over 60% of consumers are exposed to creator-led content, with more than 30% of shoppers influenced by creators in their purchase decisions. This influence is observed across metros and Tier 1, Tier 2, and Tier 3 markets, demonstrating the increasing power of India’s creator economy. OWND! aims to position ‘Gamer Drop’ as an authentic extension of internet culture and identity through creator-led fashion.
The OWND! x Payal Gaming collection is available for purchase on OWND!’s official website and at the brand’s retail outlets across India.
