Social media users have lately criticised Aryan Khan, the son of Bollywood superstar Shah Rukh Khan, for launching his clothing line which according to them is ‘ridiculously expensive.’
The company, known as ‘D’Yavol X,’ sells a selection of high-end clothing products, such as T-shirts, hoodies, and jackets. According to the brand’s website, the clothing is manufactured from premium materials and is intended to meet the expectations of ‘modern millennials’ in terms of fashion.
Social media users, however, have taken exception to the brand’s excessive costs, with many criticising Aryan Khan for his alleged ignorance of the nation’s economic conditions. The company has come under fire for being out of touch with the typical Indian consumer and for fostering an excess and elitist attitude.
Online jokes and memes have also been circulated, making light of the brand’s pricing and target market. Some people have stated that D’Yavol X’s clothing costs are comparable to the price of a month’s worth of groceries or a year’s worth of college expenses.
The price of the clothing, which ranges from a jacket costing around Rs. 2 lakhs to a sweatshirt retailing for Rs. 33,000, caught practically everyone off guard, and Aryan is now dealing with significant blowback as a result.