The new collection – Seedhe Gully Se – is inspired by the streets of India. The company also launched a branded video showcasing its collection on all digital platforms, which garnered more than 2 lakh views on YouTube, he said.
“As a brand, we are on track to hit the Rs2000 crore revenue bar by 2025. As part of our scale-up strategy, we will be launching several new categories and also deepening categories in which we are already present, “said Prabhkiran Singh. , founder and CEO of Bewakoof. “The streetwear category with a desi heart is another step in that direction. Bewakoof’s goal is to become a house of brands and a one-stop-shop for creative, unique and expression-driven merchandise spanning fashion, beauty, apparel and more. ”
With a median population age of around 27, India has around 390 million millennials and around 440 million in the Gen-Z cohort, according to a study by consultancy firm Deloitte. This is a large consumer base for the street wear segment within the overall Indian clothing market of Rs 5.3 lakh crore.
Merchandise, especially sneakers, oversized hoodies, loose tees and bold graphics inspired by hip-hop, skateboard and surf wear culture, are also the new status symbol for young fashion-conscious consumers. of all Indian cities rewired by internet. But sales have now spread beyond urban centers.
Bewakoof streetwear offers a gender-neutral and gender-neutral size range with over 100 storage units and is aimed at fashion lovers who want to express themselves, the company said.