Firebrand Indian Cricketer KL Rahul, riding high on his recent IPL (Indian Premier League) success, is now also stepping into the fashion business arena.
The fine batsman is launching his own cult streetwear brand ‘Gully’ in a tie-up with Zeko Online Pvt. Ltd., a Mumbai-based online fashion technology company.
It is being said that the brand will be launched by the end of this month.
“This brand [Gully] speaks a lot about my style and the story behind the name in itself is very interesting. The brand is rooted in the culture, music and fashion of the streets,” Rahul, Co-Owner of Gully reportedly said.
Significantly, Gully will mainly cater to young men in the 18-25 age group. And its launch collection will comprise apparel products like t-shirts, joggers and shorts. Initially, the brand will be launched online on various e-commerce portals, stated Zeko Online Director Arjavi Shah Marwaha.
Apropos the brand’s offline distribution stratagem, Marwaha apprised that it will be an off-beat approach.
“We would rather prefer creating experiences around brand Gully than opening conventional retail outlets in malls,” he explicated, adding that the company plans to set up pop-up stores at youth-thronged locations such as bars, cafés and restaurants.
Moreover, the company is also contemplating creating customer experiences by holding gaming and music events besides meet-and-greet events with Rahul.
These initiatives, according to Marwaha, will provide the consumers with “an opportunity to touch and feel the brand”. And for promotions, he told, the brand will resort to Instagram and a music video launch.
Interestingly, streetwear fashion movement has its roots in Los Angeles’ (United States) skate and surf culture and has been interpreted in many different ways across the world over the years. The phenomenon is relatively new in India but seems to be catching up, of late.
Hardly surprising that Gully – motivated by the success of global streetwear brands Supreme and Bape – is aspiring to become a Rs. 100-crore brand in five years, as it looks to fully utilise the celebrity-led status to its advantage.
What’s more, even as the brand’s target clientele is young men, it is hoping to find favour among trendy females as well, via androgynous offerings in the coming times.
