Mufti setting new benchmarks with contemporary collections

For over 29 years Mufti has redefined menswear in India. The brand set up in 1992, was initially named ‘Mr Mister’ after the American rock brand of the same name and their hit single ‘Broken Wings.’ Later the name was changed to Mufti, to denote non-uniform wear. Kamal Khushlani, Founding Director, traces the brand’s journey, its offerings and future initiatives.

Trace your brand’s journey since inception.

Since opening our first store in 2008, we slowly expanded our retail footprint to 100 exclusive brand outlets across India by 2010. Together, these stores generated a turnover of over Rs 100 crore, which doubled by 2012. In 2017 we launched our own footwear line.

Elaborate on your product range.

From stretch jeans, introduced in 1999 to knitted stretch ‘Denim Deluxe’, we offer the best in comfort, style and patrons. Our offerings have constantly set new benchmarks for competitors. From shirts to T-shirts to jeans to outerwear, we offer complete wardrobe solutions, be it through our vintage and military inspired Authentic Casual range or the everyday Relaxed Casual range, the everyday city inspired Urban Casual range, or the sporty and ever-comfortable Athleisure line.

What is your retail footprint?

Embodying the spirit of Mumbai, Mufti symbolizes its intrinsic ‘work in progress’ nature. The brand makes a conscious effort to build, reflect and reconstruct itself like the city. Our stores incorporate elements that are unique to Mumbai’s Architectural, social and cultural identity tetrapods placed along the city’s coastline, manholes covering roads, digital stickers on railway station or ceiling fans installed in local trains. Our trial rooms are inspired by the lifts used at construction sites that further reinforce the ‘WIP’ concept.

What are your latest offerings?

Our passion for fragrances has led to the launch of a new perfumes range known as f Eau de Parfums. Named after iconic parts of Mumbai, this range weaves Mumbai’s undying spirit into its badges or prints. Through this range, we aim to deliver Mumbai’s global and contemporary flavor.