In the heart of New Delhi, where joint families grow with shared stories and shared strength, Sachin Bobal found the foundation of his entrepreneurial spirit. His journey didn’t begin with boardrooms or brand pitches; it began at home. A home where his mother moved effortlessly between roles and responsibilities, and where his father’s unwavering support shaped his confidence. His younger brother, who stepped into music at the age of sixteen, became a reminder that age has nothing to do with ambition.
This environment taught Sachin something simple but powerful: if passion is sincere, it will find its way out.
Before he ever imagined designing streetwear, Sachin stepped into the world of hospitality. He earned his Diploma in Hospitality Management at The Oberoi Hotels, where he learned the value of precision, experience, and presentation. Those years built a mindset he carried everywhere he went.
Soon after, he took the leap into entrepreneurship with his first café, and for three years, he lived the rhythm of running a food business. That was followed by a delivery kitchen and roles across food tech, alcohol brands, cloud kitchens, and hospitality SaaS platforms. These experiences gave him insight into both the creative and operational sides of running a business.
Even when he explored different industries, he found ways to stay connected to hospitality. One such venture was 91Culture, a hydration brand offering spring water sourced from the Himalayas, tonic water, and soda packaged in aluminum cans. Each experiment added a new layer to his understanding of what consumers truly value.
But in 2025, his story took a sharp turn — a turn that blended creativity, culture, and identity into one idea that had lived in his mind for years.
The Thought That Sparked a Brand
Sachin had always carried a thought with him: we sell lies. Not lies meant to harm, but the small distortions that make up our everyday lives. We talk about jobs we don’t love, plans we postpone, dreams that feel unrealistic, or the fantasies of alternate universes we wish were real. These lies are human. They are universal.
For a long time, this thought had no structure — until one evening, during a conversation with his partner, she suggested adding two words that changed everything: What If.
“What If We Sell Lies” wasn’t just a name. It became a question, a challenge, and a creative doorway.
The next step was simple in thought, complex in execution: How do you translate a concept like this into something people can see, feel, and wear?
That’s when Sachin’s long-held love for styling and streetwear came into focus. He had always been drawn to the way fashion could express personality without saying a word. And with India witnessing a rise in streetwear culture, he saw a gap waiting to be filled — a premium streetwear label that didn’t just look good but had a thoughtful narrative behind every design.
So he built it. Designs inspired by conspiracies, myths, half-truths, delusions, and the lies we quietly live with. Stories twisted into art, printed on oversized black t-shirts. A brand for the bold, the curious, the misfits, and the ones unafraid to say what many think but never admit.
Identifying the Gaps and Building Something Better
When Sachin studied the Indian streetwear landscape, two gaps stood out clearly:
1. Quality That Matched the Price
Many streetwear pieces were visually striking but not durable. Prints cracked. Fabric quality dropped after a few washes. Fit was often inconsistent.
Sachin knew that for his brand to be taken seriously, quality had to be non-negotiable. It took almost a year of sourcing, sampling, and testing before he finalized the fabric and printing technique that met his standards.
2. Designs With Purpose, Not Just Aesthetics
A lot of brands leaned heavily on visuals but lacked a deeper narrative. Sachin wanted What If We Sell Lies to stand for something. Each piece had to spark curiosity and start conversations. By rooting the designs in relatable human behavior, alternate realities, and cultural concepts, the brand created a fresh emotional connection with its audience.
This is where the brand found its identity: streetwear that feels premium, looks bold, and carries meaning.
The First Collection: Black, Bold and Thought-Driven
The brand launched with a line of oversized black t-shirts. The choice of black was intentional — it represented mystery, depth, and the unknown, aligning with the brand’s themes. It also offered a strong canvas to bring the designs to life without distracting from their message.
Attention to detail defined everything from the fabric weight to the finish of the print. And now, as winter approaches, the team is working on hoodies and sweatshirts to carry the same quality into the next season.
What began as a thought has turned into a streetwear language of its own.
Challenges, Persistence, and the Drive to Get It Right
Building the brand wasn’t smooth. The creative process took time. Each design had to reflect the core idea without becoming abstract or repetitive. Every sample went through rounds of feedback and revision. In a market full of options, Sachin knew the product had to justify its presence.
Another major challenge was manufacturing. Finding partners who understood his vision and could deliver consistent quality took patience. Sachin refused to compromise. If a piece wasn’t something he would proudly wear himself, it never reached production.
That mindset kept the brand aligned and protected the integrity of the product.
A Breakthrough Built on Persistence
While Sachin feels it is too early to mark a milestone, he holds one moment close — the day the brand launched after a year of relentless effort. That day marked the beginning of a movement he had imagined long before it took shape.
The Road Ahead: A Cultural Streetwear Movement
The future of What If We Sell Lies is clear and ambitious.
The brand is preparing to expand into hoodies, sweatshirts, overshirts, denim jackets, trousers, caps — and ultimately sneakers. Footwear is where Sachin’s personal connection to streetwear first began, and he hopes to build something truly distinctive in that category.
By 2027, the team aims to open its flagship store — not just as a retail space, but as a cultural hub where creativity, imagination, and identity come together.
The long-term vision is to build a brand that stands not only for style but for a mindset rooted in curiosity and self-expression.
Sachin’s Message to Aspiring Entrepreneurs
Sachin believes the idea of a perfect moment is a myth.
If clarity, intent, and passion are in place, the best time to start is now. Most journeys unfold while you are learning, experimenting, and adapting.
He has experienced failure more than once, but he sees it as part of the process. Every setback sharpened his understanding and helped him build again.
His advice is straightforward: take the leap, stay committed, and treat every outcome — good or bad — as progress.
The only real mistake is never trying.
Connect with the Founder
- Website: www.whatifweselllies.com
- LinkedIn: Whatifweselllies
- Instagram: @whatifweselllies
