Aryan Khan launches lifestyle brand

 15 December 2022, Mumbai

Aryan Khan has launched a lifestyle and fashion brand called D'yavol. The brand will offer products across fashion, beverages and exclusive experiential events. A capsule apparel collection will be dropping in early 2023.

D’yavol aims to be a brand with multiple verticals, the first two of which will be beverages and apparels. The first apparel line from the brand will be launched in March 2023 and will be available to customers across India on the brand’s webstore.

Aryan Khan, the son of actor Shah Rukh Khan, says he has always been drawn to products that succeed at conveying a distinct individualism while remaining rooted in authentic craft and this persisting interest sparked the creation of D’yavol, a brand that aims at seamlessly combining uncompromising quality, edgy design, and reverence for heritage knowhow and bringing authentic and disruptive products backed by uncompromising quality and design, demonstrating the world's best products.

The idea of this venture came to him years ago, while he was still a student at USC in California. The D’yavol brand is owned by Slab Ventures, a company founded by Aryan Khan, LetiBlagoeva, and Bunty Singh. In the coming months, D'yavol will release a series of products starting with a premium beverage in partnership with Belgium-based brewing company Anheuser-Busch.

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