Bewakoof enters street wear segment with a new collection, ‘Seedhe Gully Se’

03 December 2021,  Mumbai:

Bewakoof stepped into streetwear with a new collection, ‘Seedhe Gully Se’ inspired by the streets of India. As a part of its scale-up strategy, the direct-to-consumer firm will be launching multiple new categories and also going deep in the categories it’s already present in. The streetwear category with a desi heart is another step in this direction.

Bewakoof streetwear has a size-inclusive, gender-neutral range with over 100 stock-keeping units and is aimed at fashion lovers who want to express themselves.

The merchandise, especially trainers, oversized hoodies, baggy and bold graphic T-shirts inspired by the hip-hop, skateboard, and surfwear culture, is also the new status symbol for fashion-conscious young consumers from across Indian cities rewired by the internet. But sales have trickled down beyond urban centers now.

The company has also launched a brand video showcasing its collection across all digital platforms, which has garnered over two lakh views on YouTube.

India is estimated to have about 390 million millennials and about 440 million in the Gen-Z cohort. This is a large consumer base for the streetwear segment.

Bewakoof’s aim is to become a house of brands and a one-stop-shop for creative, unique, and expression-led merchandise spanning fashion, beauty, apparel, and many more. The aim is to reach Rs2000 crore sales by 2025.

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