Collecting items of clothing and accessories has long been ingrained in the culture of the collective. Most notably, you’ll often see people online flaunting their vintage Rolex and Patek Philippe watches, or leather aficionados proudly displaying their carefully curated collections of Hermès, Birkin, and Kelly bags. But way before the internet and social media hype, sneakerheads were grinding in the shadows, dripped-out and obsessed with the perfect blend of design, function, and pure passion. It was raw, and it forged a culture entirely its own.
Starting in the 1970s, the sneaker subculture gained real momentum in New York City throughout the ‘80s. The 1985 release of the Nike Air Jordan, backed by basketball legend Michael Jordan, marked a turning point: transforming sneakers from mere performance gear into cultural icons. To better understand the heart of this scene, we caught up with Deepak Gulati, a sneakerhead making waves online (@deepak___gulati), by sharing his love for shoes and community. We met Deepak at his place and dove into his story, when his own sneaker journey began, and what it means to him today.
Tell us about your upbringing.
I completed my schooling at St. George’s College in Mussoorie, India. Then, I attended Regents School in Pattaya. After finishing school, I focused full-time on my family’s tailoring business. At the time, I travelled extensively all over Europe with my father to meet our clients. Currently, I am thriving in the real estate/property business.
When did you first find yourself drawn into the world of sneaker collecting?
I’ve always found myself drawn to the world. Growing up, I loved wearing sneakers like Nike, Jordans, Reebok, and Adidas. I’ve been collecting now for over 15 years.
What was the very first pair that truly ignited your passion for building a collection?
The Jordan 1 ‘85 Bred.
When adding to your collection, what factors influence your decision most: value, design, rarity, or simply the way a pair looks when worn?
Each pair of sneakers has its own past and significance. I look into stories that speak tome, collect the ones that stand out, and make them part of my own history.
How would you describe the sneaker culture in Thailand today?
The sneaker culture here in Thailand is interesting and nuanced. In Bangkok, you get access to varied retail sneaker stores and resell stores, but I would say 90 percent are resellers and only 10 percent make up real sneakerheads/collectors. Only the true collectors, that 10 percent, really know the stories behind the shoes. They appreciate sneakers for what they are, not just as another cash grab. In our Indian community here in Thailand, I find that the sneaker culture is growing nicely.
How do you personally choose which sneakers to wear and which to keep in pristine condition?
I wear every pair I own, but after each wear, I clean them down to the tiniest detail (like new) before they go back on the shelf. And yes, I always match my outfifit with my kicks.
In your view, what has been the most iconic sneaker release of all time?
There are quite a few pairs, but the truly iconic one takes it back to 1985 where it all started with the Jordan 1.
You have built an impressive following on social media with your focus on sneakers and streetwear. Could you tell us how that journey first began?
It was nothing fancy, really. I’ve just always loved posting since Instagram introduced the Reels feature; sharing whatever I enjoy, mostly being silly, and fun stuff about sneakers. And somehow, here we are today.
What does your content planning process typically look like?
I keep it authentic by staying true to myself and sharing content that both I and my followers genuinely enjoy. Just like the silly moments I mentioned before.
With so many online platforms catering to collectors, how do you navigate verifying authenticity in a market increasingly flooded with replicas?
I’ve been collecting sneakers for about 15 years, mostly connecting with friends in the industry worldwide. When I’m interested in a pair, I just inform my contacts and trust them to handle it. Trust is everything in this scene.
One easy way to check if you’ve got the real deal or if you’ve been duped is through Nike’s SNKRS app, where you can scan the tag to verify authenticity. If you’re lucky enough, you’ll be glad to know it’s the real deal. As for me, I’ve had my fair share of hits and misses. If I had to give advice, I’d say buy from trusted resell stores. The ones you know, or where the reputation checks out, especially if you’ve got the budget for it. Once sneakers drop from Nike, prices can shoot up to five times higher than their original value. I wouldn’t recommend buying from random apps or sellers you don’t know. Chances are, you’ll end up with fakes.
After 15 years in the scene, I’ve handled plenty of knock-offs. I’ve made my fair share of mistakes, but those lessons have sharpened my eye. These days, spotting fakes is second nature. I also get messages from new collectors, especially Thai and Indian sneakerheads, asking for help with authenticity checks or advice. I’m always happy to guide anyone trying to make the right choice on their next pair.
For those who might not collect clothing or sneakers, how would you explain the emotional and cultural value behind these pieces?
There’s something oddly satisfying about the smell of a fresh pair of sneaks. It’s a feeling that those in the game have come to share. But beyond that, it’s about creating your own history with them. Where will they take you? What kind of paths will you walk in them?
Outside of the sneaker world, how do you enjoy spending your free time?
Most of my time is spent with family. I’m a proud father to my son, Jayden. We love café hopping and spending lazy days by the beach.