Gearing up for significant expansion, D2C menswear brand Harfun aims to establish new experience centers in Delhi NCR, Bengaluru, and other major metro areas.
As per Saurabh Agarwal, Founder and CEO, the brand also plans to broaden its e-commerce presence by listing its products on additional online marketplaces beyond Myntra. The company has its sights set on international markets, with aspirations to enter North America and Europe.
To fuel this ambitious growth, Harfun will explore strategic funding opportunities in the future.
Founded in June 2021 under Thinking Cap Clothing, Harfun initially blended athleisure with minimalist aesthetics. While the company generated Rs 2.5 million (approximately $30,000) in revenue in its first six months, it also incurred Rs 25 million (approximately $300,000) in losses.
Recognizing a gap in the Indian menswear market, Agarwal pivoted the brand. He observed that the tech-driven materials common in sportswear—offering durability, breathability, wrinkle resistance, and moisture-wicking properties—were largely absent in Indian office wear. This led to the creation of Harfun WorkWear 2.0, a line of tech-powered professional clothing tailored for India’s modern men.
This transformation involved a focus on innovation. Agarwal implemented a fiber-dyeing process for lasting color, incorporated Harfun’s proprietary 6X SmartTech° features, and prioritized science-backed materials like Elastomultiester (EME) and polyester blends for superior sustainability and durability compared to cotton.
Harfun relaunched in October 2022 with a single product: the ‘Workday Shirt,’ marketed as India’s first smart shirt. Available in just two colors, it boasted wrinkle-free, breathable, SPF-protected, and anti-odor properties, designed for direct wear from washer to workplace. The initial stock of 2,000 shirts sold out in a mere 15 days, generating Rs 3 million (approximately $36,000) in revenue that month—surpassing the revenue of its entire previous phase. In its first year post-relaunch, Harfun served over 5,000 customers and earned over Rs 20 million (approximately $240,000 ) in revenue.
Since then, Harfun has expanded its offerings to over 117 SKUs across 15 styles, ranging from moisture-wicking Henleys to SPF-equipped polos and the innovative machine-washable ‘WorkBlazer.’ Staying true to its workwear DNA, every piece maintains a minimalist, premium, and solid-colored aesthetic. Prices range from Rs 1,499 (approximately $18 USD) for essential Henleys to Rs 5,990 (approximately $72 USD) for premium WorkBlazers, positioning Harfun as both accessible and aspirational for young Indian professionals.
Financially, Harfun achieved a GMV exceeding Rs 250 million (approximately $3 million) in the preceding FY2024-25) and has set an ambitious target of Rs 1 billion (approximately $12 million) in GMV for FY2025-26). The company is poised to capitalize on the growing global workwear market, which is projected to reach $30.60 billion by 2033, with a CAGR of 5.12 per cent from 2025 to 2033.
