Founded in 2019 by Karan Singh, Aristobrat brings affordable luxury to men’s fashion, with a mission to redefine modern style through its capsule collections. It emerged from Karan’s vision to bridge the gap in the Indian market for accessible luxury fashion. With a background in finance, Karan transitioned to the fashion industry after recognising the lack for affordable luxury options. With a focus on versatile essentials, Aristobrat elevates everyday menswear with understated sophistication. While its core audience have been men aged 23 to 37, Aristobrat has recently attracted a growing number of customers aged 37 to 46.
Aristobrat’s key product categories include shirts, priced between Rs. 1,990 to Rs. 2,990, known for their superior quality and fit. Its trousers, Tjamas and transit pants range from Rs. 2,190 to Rs. 2,790, offering both comfort and style. T-shirts, including classic and polo styles, are priced from Rs. 999 to Rs. 1,890. Shackets, designed for warmth and style, are available at Rs. 2,990, while its new collection of boxers, offering ultimate comfort, is priced at Rs. 1,290.
In an exclusive conversation with Apparel Resources, Karan Singh discusses about the menswear trends that will influence purchasing decisions for S/S ’25 season.
AR: Highlight some of the best-selling products in the current season and the factors that contributed to their success.
KS: Some of the best-selling products this season include shackets, polo T-shirts and trousers. Their success can be attributed to their high-quality fabrics, accessible price points and remarkable versatility. Shackets combine the structure of a jacket with the comfort of a shirt, perfect for layering in varying weather conditions. Polo T-shirts are timeless classics that work well for both casual and semi-formal occasions, available in a variety of colours and styles. Trousers blend style and functionality, offering comfort and durability while transitioning seamlessly from office to eveningwear. This combination has made these products a favourite amongst consumers.
AR: What strategies does Aristobrat employ to make menswear fashion more affordable for a broader audience at an accessible price point without compromising on quality?
KS: Aristobrat ensures menswear fashion remains affordable while upholding high quality through several strategic approaches. By selecting premium materials like soft cotton and textured knits, we ensure comfort, durability and style. Additionally, we use TENCEL™, a fabric imported from Lenzing, to guarantee the highest quality. Our commitment to zero compromise on quality ensures that every garment meets the highest standards of timeless elegance and craftsmanship.
AR: What, according to you, is driving consumption in men’s fashion categories in the Indian market? What are the emerging consumer preferences or trends impacting purchasing decisions for menswear in Spring/Summer 2025?
KS: The consumption in men’s fashion categories in the Indian market is primarily driven by increased disposable income, as more men are now willing to spend on fashion and luxury items. Global exposure through travel and digital media is also significantly shaping local tastes and preferences, as Indian men draw inspiration from international fashion scenes. Additionally, the influence of social media platforms like Instagram and Pinterest has heightened awareness and interest in fashion trends and personal style.
AR: What are the optimal price points for menswear pieces that Aristobrat is operating on in the Spring/Summer 2025 season? Are there specific price points that you believe will perform well in the upcoming season? Why?
KS: We believe that maintaining price points between Rs. 1500 to Rs. 2000 is generally favourable. However, based on our experience, certain price ranges can influence customer perception and purchasing behaviour.
We have observed that pricing products between Rs. 2000 – Rs. 2500 does not deter our customers; in fact, it is a range they find affordable. Moreover, when products are priced above Rs. 2300 or Rs. 2400, customers tend to purchase more items in a single order compared to when prices are lower, such as around Rs. 1500. Essentially, a higher price point often correlates with a larger shopping basket.
Therefore, we find that the optimal price range for any product is between Rs. 2400 to Rs. 2700. This range not only enhances the premium feel of the brand but also adds perceived value through strategic pricing.
AR: In terms of consumer demand, what are the particular styles, colour palettes or design elements in men’s fashion that you anticipate being in high demand for the upcoming Spring/Summer season?
KS: In terms of consumer demand for the upcoming Spring/Summer 2025 season, we have noticed a significant rise in the popularity of pastels and light colours. While the trends will naturally evolve, Aristobrat’s focus remains on a colour palette, primarily consisting of monochromes and neutrals. This approach ensures versatility and increases the reusability of our clothing.
AR: Which materials do you recommend investing in for S/S ’25 season?
KS: At Aristobrat, we prioritise working with high-quality materials that ensure longevity and sustainability making it essential to invest in the right fabrics. Hence, TENCEL™ Lyocell and piqué knit fabric are standout choices for this and all other seasons. TENCEL™ Lyocell is produced from sustainably sourced wood using a closed-loop system that recycles solvents, reducing environmental impact. It boasts high tenacity, effective moisture management and a soft feel against the skin. Piqué knit fabric, known for its textured surface with geometric or honeycomb patterns, is typically made from breathable cotton. Its flexibility and durability make it ideal for polo shirts, shirt dresses, knit skirts and structured knitwear.
AR: What do you consider as must-have products or wardrobe essentials to include in one’s assortment for S/S ’25?
KS: Some wardrobe staples never go out of style, no matter the year or season. Investing in these quality pieces ensures you’ll always be prepared, whether it’s for changing weather or evolving fashion trends. Some of the must-have products or wardrobe essentials to include in one’s assortment would be:
A. Breathable Button-Down Shirts: Versatile and essential for officewear and casual outings, crafted from lightweight, breathable fabrics
B. Polo T-Shirts: Classic and versatile, perfect for a variety of casual to semi-formal occasions
C. Tjamas: An authentic fusion of trousers and pyjamas, made ideal for both casual and formal settings, providing a polished look without sacrificing comfort
AR: What is your take on consumer’s shift in perception from quantity to quality?
KS: The shift in consumer perception from quantity to quality reflects a growing awareness and appreciation for long-lasting, well-made products. Today’s consumers are more informed and discerning, valuing durability and craftsmanship. This shift is driven by a desire for sustainability, a better return on investment and a preference for timeless, versatile pieces that offer greater utility and satisfaction. As a result, brands that prioritise quality and ethical production practices are gaining favour, as consumers seek to make more thoughtful and impactful choices in their wardrobes.
