Two Sides of the Same Coin

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 the Movement: We’re more than just a store; we’re a family. We’re here to grow with you, the fans, the artists, and the community. Together, let’s make a real revolution in pop fashion and give underground artists the acknowledgement they deserve. It’s all about  Art. Culture. You.