India, August 12 2025: Gully Labs, India’s homegrown sneaker brand known for its storytelling-driven designs, is partnering with CMF by Nothing, a London-based consumer technology brand that aims to make great design more accessible. Together, they are launching a groundbreaking national sneaker design contest, inviting young creators to reimagine Gully Labs’ flagship sneaker, the GL 001, using the vibrant colourways from CMF’s Phone 2 Pro.
Although streetwear and technology might seem like an unusual combination, both Gully Labs and CMF fundamentally challenge conventions, celebrate design in its boldest form, and believe in the power of self-expression. This collaboration extends that philosophy; it is not merely a co-branded drop, but a platform for co-creation.
The contest is open to student creators across India and invites the next generation of designers to use the four distinctive colourways, textures and aesthetics of the CMF Phone 2 Pro as inspiration to rethink, remix, and redesign the GL 001 sneaker. With four colours and endless possibilities, one design will be selected and produced as a limited-edition sneaker by both brands. This will be a real-world creation entirely born from a creator’s imagination.
Participants can enter by posting a reel on Instagram featuring their original shoe design or a detailed design mockup, with their account set to public. To qualify, they must follow and tag @cmf.tech and @gullylabs, and use the official hashtag #DesignCMFKicks. In the caption, they should briefly explain how the CMF Phone 2 Pro’s look and feel inspired their creation. The grand prize winner will have the opportunity to collaborate with CMF by Nothing and Gully Labs to develop the limited-edition drop, gain access to the complete CMF by Nothing product range for one year, receive a cash prize of INR 50,000 and be considered for potential internships.
“If you’ve ever dreamed of putting your name on culture, this is your shot. We’re inviting young creators to step into the spotlight, challenge the norm, and shape what the future of sneaker culture could look like. At Gully Labs, every launch and story we’ve put out has been rooted in community and culture, and this is no different.”, says Arjun Singh, Co-founder of Gully Labs.“Through this partnership with our good folks at Nothing India, we’re doubling down on our commitment to represent the Indian dream- to give our community the chance to be seen, heard, and pushed to new creative heights. We’re excited to see how the student community brings their vision and voice into this collaboration.”, adds Animesh Mishra, Co-founder of Gully Labs.
Akis Evangelidis, Co-founder and India President of CMF by Nothing, adds, “At CMF, we seek out creative forces that share our vision for originality and design excellence – partnerships that spark new ideas, inspire our community, and push the boundaries of design exploration. Gully Labs brings a fresh, bold energy that perfectly complements our approach.”
CMF and Gully Labs are joining forces to bring the winning sneaker design to life. This final product will be more than just a collectible; it will serve as a cultural artefact that embodies the next generation of creators ready to make their mark.
For both brands, this moment represents more than just the product itself. It is about giving the mic and the design brief to the next generation. The future of fashion, technology, and street culture will not be handed down; it will be designed, worn, and brought to life by those who dare to envision it differently.
About Gully Labs: Website | Instagram
Gully Labs is a New Delhi-based sneaker design house founded in 2023 by Arjun Singh and Animesh Mishra. The brand redefines India’s design language through storytelling, craftsmanship, and community. By blending local narratives with globally refined design, Gully Labs creates limited-edition sneakers that turn heritage into art. Each new collection is released every 60 days, reflecting the brand’s commitment to innovation and cultural relevance.
Gully Labs’ sneakers are handcrafted in India using premium thick-grain leather and durable rubber soles. Notable designs include the Diwali-inspired ‘Saaj Orange’, featuring Rangoli-inspired patterns and Devanagari script branding, and the ‘Naadu’ sneaker, which channels Kerala’s essence through intricate motifs like Chundan Vallam and Pookalam. These culturally rich designs resonate with a design-aware community at the brand’s core. With a mission to embrace culture rather than chase trends, Gully Labs has garnered attention in India’s burgeoning sneaker scene. The brand’s approach celebrates India’s street culture, drawing inspiration from food, music, sports, movies, and community. As a seed-funded company, Gully Labs is poised to become a generational sneaker brand in India and beyond.
About CMF by Nothing: Website | Instagram
CMF, the sub-brand of Nothing, is a London-based consumer technology brand that aims to make great design more accessible. Launched in September 2023, CMF focuses on delivering beautiful and functional consumer technology products that emphasize core functionalities without compromise. For more information, visit nothing.tech.
