Tollywood actor Vijay Deverakonda of Arjun Reddy fame has set foot in the world of fashion and apparel with the launch of his own brand, Rowdy Wear on Myntra.
Following the footsteps of many successful actors who have launched their brands on Myntra for its wide reach, Vijay will be the first celebrity from the South to launch his streetwear brand on Myntra after it started selling affordable apparels and accessories through the flagship app.
Rowdy Wear comes with a wide category of apparels targeted at youth and kids, ranging from shirts, tees, sweatshirts, kurtas, jackets, hoodies, joggers, sneakers to caps and belts.
The year-old streetwear brand’s primary reason for joining hands with Flipkart-owned Myntra is the fact that it services about 19,000 pincodes and is set to increase the brand’s reach, especially in Tier-2 and Tier-3 cities and towns.
Talking about this new association, Vijay said, “Rowdy Wear is an extension of my personality and brings with it the attitude of self-expression, in street style. This attitude is now entrenched in a majority of the country’s youth.”
Cashing on the popularity of streetwear and celebrity-led fashion, Myntra’s head Amar Nagaram, said, “Films have come a long way in guiding our sense of fashion and continues to influence style. Celebrities play an important role as fashion idols, both on and off screen and their massive fan following often helps shape the market.”
There have been many other celebrities in the past who have found success on the platform. Recently, Mahesh Babu launched his menswear brand, The Humble Co, on the platform.
Other celebrity-led brands on Myntra include Wrogn by cricketer Virat Kohli, All About You by Deepika Padukone, HRX by Hrithik Roshan and House of Pataudi by Saif Ali Khan.