Sneakers have never been more in demand — collaborations, drops, and pieces gone within seconds are the defining aspects of the hype culture. The brainchild of 22-year-old Vedant Lamba, Mainstreet Marketplace is a multi-brand hype sneaker and apparel resale store that aims to make limited editions, one-of-a-kind sneakers, and high-end streetwear accessible to the masses. The interesting thing here is that despite being one of the more successful sneaker resellers in India, Vedant is surprising, not a collector himself. Intrigued by the growing sneaker culture, Vedant Lamba started Mainstreet TV, a YouTube channel talking about new sneaker launches and their availability. This organically mushroomed into Mainstreet Marketplace with a small shop in Pune. The age that Vedant started his venture is perhaps the general demographic of his audience. In India, the GenZ is the biggest cognoscente both in terms of interest and investment in the hype culture. It wasn’t just access to limited-edition sneakers that intrigued Vedant into the space. Leveraging his advantage of being early on the scene, Lamba has grown his brand to two physical retail stores, one in Mumbai and the other in Delhi. He doesn’t specify what’s hot and new at his stores, through which the most hard-to-cop Off Whites and Yeezys sell like hotcakes.