We built the hype. Then we made it wearable.

Minus01 began with a question: What if the things we loved — alternative sports, raw movement, unheard stories, didn’t have to stay underground?

On April 5th, 2025, we launched ourselves into the scene with Minus01 STREETJAM, hosted at NEHU Campus, Shillong, in collaboration with the Ministry of Sports and Youth Affairs and NEHU Student’s Union. Riders, crews, and curious strangers came together not just to compete, but to connect. That one day changed everything.

To hold onto that energy, we created our very first drop the official STREETJAM merch.
Inspired by Police Bazaar, the beating heart of Shillong, Where nothing stands still, and every corner has a memory. From the streets to your fit — the STREETJAM merch is now a part of MINUS01 LIFESTYLE, our official apparel segment.

But here's the thing: We were never just about one event, or even just about sports. Minus01 is a culture machine, we strategically leverage alternate sports and powerful storytelling to create a real, living movement. The kind of movement that doesn’t need billboards because people already want in. It’s not marketing. It’s momentum.

Through our LIFESTYLE segment, we transform that momentum into wearables with meaning. We’re not chasing trends, we’re building cultural relevance from the ground up. Because when the hype is organic, you don’t have to sell it. You just have to wear it.

Our first collection under Lifestyle, UNBOUND — is an ode to Meghalaya. Not the Meghalaya you’ve seen in brochures, but the one that lives in stories passed down at dusk, in forest trails that feel like memory, and in quiet power.

So, what is Minus01? A streetwear label? A content platform? A home for stories that don’t fit in boxes? Yes. Yes. And absolutely yes.

We’re where alternate sports, culture, community, and apparel collide, and then casually walk away like it’s no big deal. Not sure what we’re all about yet? Buy the tee. Watch the reel. Show up at the next jam. You’ll get it.

This is Minus01. Where movement fuels culture. And culture fits in your closet.