Expanding its menswear offerings, Nykaa Fashion has launched the rapidly expanding direct-to-consumer (D2C ) fashion brand, The Indian Garage Co (TIGC) to its platform. Offering over 2,000 styles, TIGC aims to redefine men's fashion by merging global trends with Indian aesthetics, providing a diverse and stylish wardrobe for contemporary consumers.
Targeting Gen Z and millennial trendsetters, TIGC brings a fresh perspective to menswear on Nykaa Fashion. The brand's collection features anime-inspired oversized streetwear, comfortable linen outfits, sleek satin shirts, flexible stretch chinos, and refined formal wear, allowing for seamless transitions between work and social occasions.
Founded in 2012 by Anant Tanted, The Indian Garage Co. has become a prominent player in India's fast-growing D2C fashion market. TIGC plans to open over 100 EBOs within the next five years, with plans for international expansion also underway.
Adwaita Nayar, Executive Director, CEO, Nykaa Fashion, and Head - Owned Brands, states, the launch of TIGC on Nykaa Fashion adds a bold new dimension to the platform’s expanding menswear portfolio, blending high-street fashion with versatile essentials that are reshaping modern menswear. As a comprehensive fashion destination, Nykaa Fashion continues to expand its offerings and make trend-driven, high-quality styles more accessible.
Anant Tanted, Founder & CEO, The Indian Garage Co, adds, the brand’s collaboration with Nykaa Fashion is a strategic move to offer customers bold and trend-driven styles. This partnership strengthens the brand’s digital presence and reinforces its commitment to making contemporary, stylish apparel easily accessible across India.
To celebrate this launch, TIGC and Nykaa Fashion have initiated the ‘Too Cool for School’ campaign, a dynamic digital effort that promotes confidence and individuality. The campaign involves influencer collaborations, interactive social media activities, and targeted digital marketing on platforms like YouTube and Instagram to boost engagement.
Furthermore, TIGC is hosting an exclusive giveaway campaign, inviting fashion enthusiasts to participate and win exciting prizes, further enhancing its connection with its audience.
