OWND! aligns with gaming culture through exclusive Payal Gaming Collection
24 May 2026, Mumbai
OWND!, the Gen Z-focused fashion label under Aditya Birla Fashion and Retail (ABFRL), has launched ‘Gamer Drop,’ a curated fashion capsule developed in partnership with prominent Indian gaming creator Payal Dhare, widely known as Payal Gaming.
Departing from conventional influencer-driven merchandise, this initiative integrates gaming aesthetics into high-street fashion, emphasizing versatile streetwear silhouettes that mirror the ‘main character’ ethos championed by the creator. By leveraging Payal’s extensive reach - including over 4.6 million YouTube subscribers - the brand is positioning itself at the confluence of digital identity and physical style, addressing a demographic that increasingly views gaming as a primary lifestyle influence.
Scaling fashion through digital identity
This collaboration signals a strategic effort by OWND! to deepen its resonance with digitally native audiences. Marco Agnolin, CEO, OWND!, notes, the partnership reflects a fundamental shift where gaming serves as a primary cultural driver for community building and self-expression. Unlike standard licensed products, the ‘Gamer Drop’ collection utilizes bold graphics and relaxed fits designed to transition seamlessly from virtual gaming environments to real-world social settings. As OWND! continues its rapid expansion with over 75 operational stores across India, this move underscores a broader retail strategy: embedding the brand within the specific subcultures and communities that define the next generation of apparel consumption.
OWND! is a Gen Z-centric fashion brand under ABFRL, focusing on streetwear, versatile apparel, and high-energy style. Targeting aspirational urban youth, the brand operates through a growing omnichannel network of 75+ stores and a D2C digital platform, with a commitment to maintaining original, culture-led design and high accessibility.
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