They go by The Sobo Guys on Instagram, but behind the fashion-forward feed and synchronized looks are two brothers—Amaan and Armaan—who are rewriting the rules of twin content, one reel at a time. From freak shakes to Gucci campaigns, their journey is anything but typical—and they’re only getting started.
From Foodies to Fashion Icons
Long before their aesthetics graced editorial feeds, Amaan and Armaan were just two brothers sharing their love for food. “We actually started out as food bloggers—two years before COVID,” they recall. “We’d explore new spots, try out good food, and post about it.”
Their content stood out—thanks in part to over-the-top freak shakes and waffles no one else was posting about at the time. “That gave us traction. But the real shift happened when we uploaded a picture of ourselves.”
he response was instant. Followers wanted more of the twins—not just their plates. “We always dressed decently—brands like H&M, Zara—and soon, people were as interested in our outfits as they were in our meals. That’s when fashion and lifestyle really took over.”
Trends Come and Go, Real Stays
While fashion is fickle, authenticity has remained the Sobo Guys’ secret sauce. “We’ve always shown our real life. What you see on Instagram is who we are in person,” says Armaan. “We don’t exaggerate for likes.”
Staying relevant with trends and brand deals is part of the job, but they’ve drawn a clear line: never lose your essence. “You have to be true to your audience,” adds Amaan. “People want connection—not perfection.”
Creative Chemistry, Twin Edition
When it comes to content creation, being a twin duo isn’t just a gimmick—it’s a creative edge. “We brainstorm everything together. And after all these years, we’ve built a rhythm. We just get each other,” they say.
Whether it’s curating their Instagram grid or planning a shoot, their process is rooted in mutual trust and visual instinct. “It’s tough, no doubt. But we’ve aced our flow. You’ve got to do what you’ve got to do.”
The Glamour You See, The Hustle You Don’t
Despite the glossy grid, the Sobo Guys keep it real: “There are times we’re dealing with family drama or business stress, but Instagram shows us sipping the ‘perfect’ coffee. That’s just how it is.”
Unlike many creators who depend solely on content, the twins balance Instagram with full-scale business responsibilities.
“Our primary businesses include stock market ventures, CCTV manufacturing, and electronics distribution across South Kashmir.
Social media is our secondary hustle—but it’s growing fast, and we’re monetising it smartly now.”
Gucci, Grazia & Going Global
With a growing portfolio, the Sobo Guys have become synonymous with twin-style luxury. “The campaign that excited us most? Hands down—Gucci x Grazia in 2021. We twinned in the Gucci x Adidas collection—it was wild!”
Since then, they’ve collaborated with major international brands and been the faces of names like Ferrari and Louis Vuitton. “These are top brand campaigns. Every project excites us—but those, they hit differently.”
“You can follow what’s hot, but always add your signature. That’s what makes you stand out.”
More Than Likes and Looks
For Amaan and Armaan, the power of influence comes with responsibility. “Once, we posted something random and got DMs asking, ‘What is this? Why are you doing it?’ We hadn’t even thought about the impact.”
Now, they approach content with care. “Social media is powerful. Use it wisely. Be thoughtful. Show who you are—and show it well.”
Influence with Substance
In a saturated world of influencers, their advice is refreshingly grounded. “Honestly, everyone’s an influencer in some way. If you’re impacting someone, even one person—you’re influencing.”
Their biggest tip? Stay clean and stay real. “Don’t chase virality with controversial content. Find your niche, create quality images and videos, and let your audience come to you.”
Trends are important, they admit—but your personal spin matters more.
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