Initial articulations of a subculture: The performativities of dress and young Muslim males in Kasaragod, Kerala, on Instagram

In recent years, a distinct dress style has emerged among young Muslim males in Kasaragod, Kerala, particularly on Instagram. These unique dress performativities challenge the prevailing religious and regional status quo. By examining the performative aspects of mediated dress, this study explores the possibility of the emergence of a subculture among young Muslim males on Instagram. Through digital ethnographic observation of five Instagram handles, the study reveals that young Muslim males in Kasaragod show initial articulations of a subculture, although it has not yet fully achieved subcultural status. They employ distinct colours, patterns and fashion accessories to accentuate unique identities through their dress. These dress styles deviate from conventional norms, appearing indecent, unprofessional and intimidating , thereby questioning regional and religious norms. However, the community exhibits limited contravention of Islamic sartorial principles, adding intricacies to subcultural articulations.