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INTERNSHIP DOCUMENT 2025 INDUSTRY SPONSOR : South Wave LLP INDUSTRY INTERSHIP REPORT submitted in partial fulfilment of the industry internship of Fashion Design Department of World University of Design, Sonipat, Haryana Student Name : Anna Raphy Student ID : 22B0030 Industry Guide : Shahal Ali (Founder & Creative Director) Under the Guidance of Mr. John Varghese (Professor)
Copyright © 2025 by World University of Design. All Rights Reserved. No part of this document may be reproduced, stored in retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording and scanning or otherwise in any form without the written permission of the copyright owners.
CERTIFICATE This is to certify that Miss Anna Raphy, a student of Fashion Design Department at World University of Design, Haryana has been evaluated for the industry internship report and has fulfilled the requirements set by the institute and the jury. Faculty Guide Mr. Pankaj (prof.) School of Fashion Course Coordinator Mr. John Varghese (prof.) School of Fashion
ACKNOWLDEGMENT I take this opportunity to express my special thanks of gratitude to the people who have been instrumental in the successful completion of my internship. firstly , I would like to thanks Mr. John Varghese (Prof.) for his great support, guidance and motivation during my internship. The internship opportunity I had with South Wave LLP was a great chance for learning and professional development. therefore, I consider myself a very lucky individual as I was provided with an opportunity to be a part of it. I am also grateful for having a chance to meet so many wonderful people and professionals who led me through this internship period. Bearing in mind previously I am using this opportunity to express my deepest gratitude and special thanks to the Creative Director of South Wave LLP Mr. Shahal Ali who took time out to hear, guide and keep me on the correct path and allowing me to carry out my project at their es teemed organization and extending during the training.
PREFACE This book documents my eight-week internship journey with South Wave, a contemporary streetwear label known for its bold storytelling, functional design, and experimental approach to fashion. Rooted in urban culture and creative expression, South Wave blends utility with style, redefining how clothing interacts with movement and individuality. During my time with the brand, I had the opportunity to actively contribute to the design process from concept ideation and research to pattern making, sampling, and garment development. My projects included working on versatile silhouettes with functional details, experimenting with fabric choices, and exploring streetwear aesthetics that resonate with South Wave’s vision. This experience not only gave me exposure to the workflow of a fashion label but also deepened my understanding of the relationship between creativity and functionality. The journey has been a balance of technical learning and creative exploration, where every stage of design taught me something new about problem- solving, precision, and innovation. The following pages present a structured account of the brand, the projects I worked on, and the knowledge I gained. Through this internship, I was able to sharpen my skills in draping, pattern development, and construction, while also learning the importance of teamwork, adaptability, and aligning design ideas with brand identity. This compilation is both a reflection of my growth as a fashion design student and a summary of the invaluable learnings I carry forward into my future design journey.
DECLARATION BY STUDENT I Anna Raphy declare and assure that the report submitted in respect to the industry internship stand-alone subject is original and no part of it has been plagiarised from any other document or degree. However, any content which has been taken from a different source has been mentioned under References. Anna Raphy 2022-26 Fashion Design WUD Haryana
INDUSTRY INTERNSHIP 2025 FEEDBACK FORM
CONTWORK FLOW 01 02 0403ABOUT THE BRAND TIME LINE BRANDING
ents05 06 0807MY PROJECTS LEARNINGS & OUTCOM CONCLUSION REFERENCES
This industry internship is a period of work experience for the student for a limited time frame. The main objective is to let students work with the specific company as interns for their first major industry exposure during the course. It also helps to understand the functions and working procedures of the different department in an organization. The industry internship is an integral part of the fashion communication course and is intended to give us an opportunity to appreciate the working knowledge of industry. The main objective is to give a platform for the communication students to gain appropriate and valuable experience, guidance & an industrial exposure. In 8 weeks internship, one is expected to learn and understand the working of various departments. EXECUTIVE SUMMARY
OBJECTIVE • To study of different section /Departments of the organization. It is required to collect information about the hierarchy of the organization and understand the roles of different professionals. • Design process in the organization. It is required to carry an in- depth study about the design process/ methodology followed by the organization. • To study the different procedures involved and their application. It is essential to understand the procedures followed within the organization to continue the working process of the organization. • Time study and Operational breakdown. Time study of various projects, Understand division of work. • To work on projects to gain industrial Work experience. Hands on work on the ongoing projects in the industry.
ABOUT THE BRAND South Wave is a streetwear label born in Kerala in 2022, founded by Shahal Ali, who also leads as the creative direc tor. The name reflects its roots by the southern coastline of Calicut, where the brand is headquartered near South Beach Road on Silk Street. It’s built around a powerful ethos: more than apparel it’s a mindset that’s creative, rebellious, and deeply connected to local culture Their flagship store isn’t just a shop it’s a cultural hub. On weekends, South Wave transforms the space into a creative playground, hosting graffiti art, DJ sessions, and specialty coffee workshops in partnership with Calicut’s “puttbrewing”immersive experiences that bring street culture to life. The brand collaborates with local creatives like Elvin Charly, Shaizy, and more, translating their visions into concept- driven, high-quality collections. A standout example is their Motocross line, which was so well-received it prompted a second edition.
Wild and free, South Wave is for the rebellious, who are bold and imaginative.
CUSTOMER PROFILE 1. Urban Creatives, Trend-Chasers Their flagship concept store is located in a cultural hub in Calicut’s Mananchira area, drawing in Kalam enthusiasts drawn to immersive experiences blending fashion, coffee, graffiti, and music. 2. Young Adults (Gen Z & Millennials) With bold streetwear aesthetics, oversized fits, and collaborations with local artists, South Wave resonates with a youthful, expressive audi ence seeking individuality and cultural authenticity. The brand’s ethos of being “raw, rebellious, and unapologetically real” mirrors Gen Z values. 3. Culture-Seekers & Experience Lovers South Wave stands out for offering more than just clothes they offer an experience. Weekend workshops on DJing, graffiti art, and specialty coffee craft appeal to individuals eager to engage with street culture and community-driven creativity. 4. Value-Conscious & Design-Inspired Consumers Their collections are thoughtfully thematic, often the product of col laborations with local creators like Elvin Charly, Shaizy, and sustain able partners like Kerehaklu. These designs tell stories, paired with high-quality fabrics appealing to customers who appreciate meaningful design, transparency, and craftsmanship. 5. Regional Pride, Yet Globally Minded While firmly rooted in Kerala’s culture (“homegrown from Kerala”), South Wave invites a broader audience with worldwide shipping. This dual appeal draws in both local pride-driven buyers and fashion-for ward global shoppers looking for authentic regional streetwear.
VISION South Wave aims to be more than just a clothing label it envisions be coming a cultural movement rooted in Kerala, celebrating streetwear as a form of expression and creativity. With a foundational desire to preserve and elevate local culture, they aspire to cultivate a tight-knit, globally recognized community of “culture-builders,” driven by art, au thenticity, and creative connection.
MISSION South Wave aims to be more than just a clothing label it envisions be coming a cultural movement rooted in Kerala, celebrating streetwear as a form of expression and creativity. With a foundational desire to preserve and elevate local culture, they aspire to cultivate a tight-knit, globally recognized community of “culture- builders,” driven by art, au thenticity, and creative connection.
Shahal Ali, Founder and Creative Director of South Wave in Calicut (Kerala), has transformed a clothing brand into an experiential cultural hotspot. Nestled near South Beach Road, South Wave offers streetwear with a twist blending themed fashion collections with live workshops, graffiti, DJ sessions, and specialty coffee. Embracing its “Homegrown from Kerala” identity, the brand showcases collaborations with in-house designers like Shaikh Muhammed Ni zamudheen, Elvin Charly, and Shaizy, notably the popular Motocross line. On weekends, the space evolves into a dynamic creative hub, cultivating a tight knit community around culture-driven fashion and pride. Although the exact founding date remains undisclosed, South Wave stands out as a bold reimag ining of traditional retail. THE FOUNDER
T-SHIRTS SHIRTS JERSEY TANK-TOPS HOODIES UTILITY VEST BAG DUAL SLEEVE T-SHIRTS FULL SLEEVE T-SHIRTS TROUSERS BEANIE BASEBALL CAP PRODUCT RANGE
The brand carries a conceptual proposal of respect and sensitivity designed for each collection, even in the smallest details of the pieces.
SHAHAL ALI (Founder, Creative Director) Finance and Store Operation Pattern Development Creative Department Marketing Management Media Team Shaik Nazmudheen Hisham Dunoon Dilkas (Graphic Designer) zuha (Photographer) Muhammed Junais (Videographer) Rahul Gopakumar Anna Raphy Abin K ORGANIZATIONAL STRUCTURE
FUNCTIONIG OF DEPARTMENTS CREATIVE DEPARTMENT Core purpose: Develop and shape the brand’s aesthetic and creative identity under the guidance of the Founder & Creative Director, Shahal Ali. Pattern Development -(Rahul Gopakumar, Anna Raphy, Abin K) Responsible for translating design concepts into precise garment patterns, ensuring fit, scale, and production readiness. They create and refine patterns that form the blueprint for manufacturing. Media Team- (Dunoon Dilkas – Graphic Designer; Muhammed Junais – Videographer; Zuha – Photographer) This team brings South Wave’s visual storytelling to life: Graphic Design supports branding and marketing through visuals, packaging, and digital assets. Photography captures product imagery, look book, and campaign visuals. Videography creates compelling behind-the-scenes and promotional videos for digital platforms.
FINANCE AND STORE OPERATION Core purpose: Manage day-to-day store functionality and customer experience. Oversees inventory control, store layout, and visual merchandising to create an engaging in-store atmosphere. Manages staffing, operations flow, and customer interactions to ensure a seamless brand experience. Visual merchandising plays a critical role in attracting and engaging customers inside the store. MARKETING MANAGMENT Core purpose: Amplify brand visibility, drive engagement, and nurture community. Conducts market research to understand customer trends and craft brand messaging. Designs and executes campaigns across social media, email, collaborations, and events. Monitors campaign performance and adjusts strategies using key performance metrics like engagement and conversions.
TIME LINE 2022 South Wave is born in Kerala, founded by Shahal Ali 2022 NOV-20 First Drop 2024 JUN- 15 Concept Store in Calicut Takes Shape 2025 JUN- 15 One year Anniversary STILL COUNTING
WORK FLOW DESIGN FORMATION Season Brief & Direction: Shahal Ali (Founder/Creative Director) Sets theme, target customer, price band, drop calendar, and key silhouettes. Research & Ideation: Creative Dept. + Pattern Development (Rahul Gopakumar, Anna Raphy, Abin K) Build mood boards, fabric/trim options, color stories, and sketch concepts. Pattern Drafting & Tech Packs: Pattern Development Create base patterns, measurements, construction notes, BOM (bill of materials), and a costing sheet. Sampling & Fittings: Pattern Development with Creative Director Make proto → fit session → corrections → size set. Repeat until fit/ quality meets brand standard. Final Approval & Production Handover: Shahal Ali Sign-off on style list, costs, and quantities → issue production-ready tech packs to manufacturing. PUBLISHING Campaign Plan: Shaik Nazmudheen with Creative Director Define story, channels (IG, website, store), posting schedule, and KPIs. Pre-Production: Media Team Shoot & Asset Creation: Media Team Product and lifestyle shoots, short-form video, and behind-the- scenes.
Post-Production: Media Team Retouching, color grading, editing cuts, and exporting sizes; graphics applied to look book, posters, and reels. Asset Handoff & Scheduling: Marketing Collect all files → upload to brand drive → Write captions/ hashtags/copy → schedule posts. Go-Live & In-Store Execution: Marketing + Hisham (Store Operations) Publish across channels; update website banners; install store VM (visual merchandising), price tags, and launch-day offers. Performance Review: Marketing Track reach, engagement, CTR, conversion; share report with Creative Director to inform next drop. SALES AND FEEDBACK Sales Window Opens Online and store sales start; stock levels are monitored by Store Operations. Customer Feedback Capture Fit issues, returns reasons, bestsellers flagged to Marketing & Pattern teams. Iteration Quick tweaks/reorders or next-drop adjustments approved by the Creative Director. SALARY PAYROLL Attendance & Deliverables Logged : Each team submits monthly timesheets/ task reports (media deliverables, pattern milestones, and store rosters). Sales & Budget Reconciliation: Store Ops submits sales; Marketing submits campaign ROI; management confirms payroll budget. Payroll Prep: Create payroll sheet: base pay, overtime, incentives (sales tar gets/content KPIs), and approved reimbursements. Approvals: Checked by department leads, final sign-off by Shahal Ali. Disbursement: Finance/ management processes bank transfers; payslips are issued. Post-Month Review: Address discrepancies; update incentive rules/targets for next cycle.
BRANDING LOGO VARIATION PRIMARY LOGO SECONDARY LOGO PRIMARY ICON SECONDARY ICON
COLOUR PALETTE #5062a6 R : 80 G : 98 B : 166 C : 78 M : 65 Y : 5 K : 0 #ffffff R : 255 G : 255 B : 255 C : 0 M : 0 Y : 0 K : 0 TYPOGRAPHY DM sans Semi Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmopqrstuvwxyz BRAND ELEMENTS
INSTAGRAM PROFILE South Wave’s Instagram @southwave.in elegantly captures its “Home grown in Kerala” spirit with around 11,000 followers (following only 2 accounts). Feed is a vibrant mix of product drops, exclusive collaborations, and cultural storytelling perfectly reinforcing the brand’s streetwear identity and community- focused aesthetic.
WEBSITE South Wave’s website [southwave.store] serves as both an e-commerce platform and a storytelling hub. The site offers limited-run uni sex streetwear items from T-shirts and shirts to caps, bags, and bottoms all priced in Indian Rupees (₹) and available for worldwide delivery.
SWOT ANALYSIS STRENGTH South Wave stands out as a contemporary streetwear label deeply rooted in Kerala’s cultural identity, giving it a strong sense of authenticity and uniqueness. The brand benefits from the clear creative vision of its Founder and Creative Director, Shahal Ali, who directly oversees design and brand direction. Its organizational structure supports creativity with dedicated pattern development and a skilled media team, enabling the production of high-quality visuals, photography, and video content that strengthen its storytelling. The brand also maintains direct consumer engagement through store operations, allowing close inter action with its audience and the ability to capture real-time feedback. This combination of creativity, culture, and media presence positions South Wave as a distinctive and fast-growing label in the regional fash ion landscape.
WEAKNESS As a young brand, South Wave may face limitations in large-scale production capacity and financial resources, which can restrict its ability to expand quickly or compete with bigger established street wear brands. Heavy reliance on a small core team means the workload can be uneven, and creative burnout or resource shortages may slow progress. The brand’s current reach may still be largely local, mak ing it vulnerable to limited market penetration beyond Kerala unless it invests in stronger digital marketing and broader distribution. Addition ally, its operations and payroll management appear centralized under the Founder, which may create bottlenecks in decision-making as the company scales.
MY PROJECTS
PROJECT BRIEF Utility / Functional Skirt Create an experimental skirt designed with functionality, modularity, and adaptability at its core. Constructed in a lightweight textured fabric, it incorporates multiple zippers that allow the garment to transform into different silhouettes and functions. PROJECT TIMELINE Ideation final design pattern making and sampling(4 Days) (3 Days) (1 Week)
Side pocket converting to armhole FRONT Dual pockets Adjustable waist Zippers Full skirt Mini skirt Convertible vest BACK
Key Features: Convertible Design: The zipper placements enable the skirt to be reconfigured into alternate styles such as a shorter skirt, an open-layered form, or even separating into two pieces. Storage Utility: Dual pockets are integrated for practicality, making the piece both stylish and useful in everyday urban life. Modular Aesthetic: The intersecting zipper lines create a graphic, utilitarian look, while offering the wearer freedom to adjust fit and ventilation. Versatility: Can shift from day to night wear, or from casual to experimental styling, depending on how the zippers are manipulated. Functional Fashion: Balances performance and design ideal for urban nomads, travelers, or those seeking multi-purpose garments. This skirt embodies the spirit of functional fashion, where garments are not static but adaptive tools that cater to the wearer’s changing needs and environments.
Tibetan-Inspired Skirt Brief This piece draws inspiration from the traditional Indian “Tibetan” wrap style, reimagined in a contemporary format. It merges cultural roots with modern fashion sensibilities through its layered construction and fabric play. PROJECT TIMELINE Ideation final design pattern making and sampling(4 Days) (3 Days) (1 Week) PROJECT BRIEF
FRONT BACK Side adjustable waist Overlapping flaps Tibetan inspired wrap around Check print fabric denim fabric Back flaps are attached to the side seam
Key Features: Wrap Silhouette: The garment uses overlapping panels in a plaid fabric, mimicking the draped layering of Tibetan, but structured for easier wear. Fabric Contrast: The bold red-blue checkered fabric is paired with a solid indigo base, creating a striking interplay of tradition and modernity. Transformability: The skirt can be styled in multiple ways either as a straight panel drape or with the front folds overlapping for dynamic movement. Cultural Echo: References the essence of rural draped garments while making it relevant for urban, contemporary styling. Comfort & Freedom: Wide panels ensure ease of movement, staying true to the functionality of traditional drapes. This Tibetan reinterpretation celebrates fusion wear where heritage silhouettes are transformed into wearable, versatile, and statement making contemporary garments.
PROJECT TIMELINE Ideation final design pattern making and sampling(4 Days) (3 Days) (1 Week) PROJECT BRIEF Brief: Basic A-Line Skirt with Enlarged Pockets The design is a classic A-line skirt silhouette, structured at the waist and gradually widening towards the hem to create a flattering, versatile shape. Its simplicity is elevated with the addition of enlarged utility inspired pockets, which serve both an aesthetic and functional purpose.
FRONT BACK Adjustable waist Enlarged front pockets A line skirtAdjustable enlarged back pockets Side seam with piping Brand icon embroidery
Key Features: Silhouette: A-line, fitted at the waist with a gentle flare. Length: Adaptable (mini, midi, or knee-length). Pockets: Oversized patch or inset pockets that become a bold visual feature, emphasizing practicality and style. Fabric: Can be executed in denim, cotton twill, or lightweight suiting for structure; softer fabrics like linen for casual wear. Details: Clean lines, minimal seams, top-stitching around pockets for emphasis. Versatility: Easy to pair with casual tops, structured shirts, or layered pieces. Design Intent: The skirt blends minimalism with utility, reimagining a timeless silhouette by adding exaggerated, functional pockets. It speaks to modern wearers who value both function and form, creating a garment that is practical for everyday use while still making a subtle fashion statement.
PROJECT TIMELINE Ideation final design pattern making and sampling(4 Days) (3 Days) (1 Week) PROJECT BRIEF Utility Unisex Vest Brief This vest is designed as a functional yet stylish layering piece, blending utilitarian aesthetics with contemporary streetwear sensibilities. Its unisex form makes it adaptable across genders, offering versatility in both urban and outdoor settings.
FRONT BACK Utility vest Hidden pocket Brand icon embroidery Side knit fabric for aesthetic & ventilation Side pockets Functional design Multiple layers of patterns Zippers
Key Features: Silhouette: Sleeveless, zip-front closure with a stand-up collar for a modern, sporty edge. Utility Details: Enlarged curved panel lines at the front create structure and visual movement, while multiple mesh side pockets provide ample storage for essentials. Branding: Subtle “SW” mark on the chest adds identity without overwhelming the minimal design. Fabrication: Best suited in durable yet lightweight materials such as nylon, ripstop, or blended cotton with mesh accents for breathability. Functionality: Large pockets and zipper details emphasize practical wearability, catering to urban commuters, creatives, and outdoor enthusiasts. Unisex Appeal: Neutral structure and proportioning make it suitable for all body types, encouraging inclusivity in styling. Design Intent: The vest merges fashion with function an adaptable piece that works as a utility staple, whether styled over casual wear in the city or as a layering garment for active use. It celebrates modern utility wear aesthetics with clean lines, smart storage, and unisex adaptability.
LEARNINGS During my 8-week internship at South Wave Clothing Brand, I gained hands-on experience in the entire design process from conceptualization to execution. I worked on research, design development, pattern making, and sampling, which gave me practical exposure to how a streetwear collection is built. I also learned about fabric selection, surface detailing, and the importance of fit and finishing in achieving brand identity. Collaborating with the design team helped me understand real-world challenges of production, garment construction, and translating creative ideas into functional streetwear pieces.
OUTCOME By the end of the internship, I had strengthened my creative and technical skills, particularly in draping, pattern development, and prototyping. The experience gave me confidence in handling professional design projects, taught me how to balance creativity with functionality, and deepened my understanding of the workflow of a streetwear label. This internship not only sharpened my design sensibilities but also prepared me to contribute innovative, well-executed ideas to the fashion industry with a professional approach.
CONCLUSION The internship at South Wave has been more than just a professional experience; it was a space where I could experiment, learn, and grow as a designer. Being directly involved in the design process from sketching ideas to seeing them take form through patterns, samples, and finished garments gave me a deeper appreciation for the craft of streetwear. What I valued most was the chance to contribute creatively while also learning the discipline of precision and technical detail. This journey strengthened my confidence, broadened my perspective on how a brand functions, and reaffirmed my passion for designing garments that combine aesthetic appeal with functionality. As I reflect on this experience, I see it not as an ending but as a foundation for my future work an important step in becoming a designer who can translate ideas into meaningful, wearable narratives.
REFERENCES 1-https://southwave.store 2-https://www.instagram.com/southwave.in?utm_source=ig_web_ button_share_sheet&igsh=MWY3ZzA5emIyNmk5eQ== 3-https://www.linkedin.com/company/southwave-in/