The many versions of what masculinity means is ever-evolving, and the metro-sexuality wave is bigger than before, as the modern man today is a lot more than automobiles and after shaves, and has taken the avatar of a well-educated, urban dweller who is open to the ideas of self-grooming, shopping the most fashion-forward trends and finally, indulge in skincare and wellness of the mind as well as the body.
Circumstances today are different and with the diversified range of products that are hitting the racks, several questions revolve around what tools to use, which product to use them with and how to settle into a routine that suits each wearer.
And this is where the latest venture started by South superstar Yash, famous for his works such as Rajadhani, Mr. and Mrs. Ramachari, Kirataka, Googly and K.G.F, comes to play.
Called Villain, the online portal is dedicated to timeless yet contemporary style, intelligent living and value, and is launched in partnership with the Beardo founders – Ashutosh Valani and Priyank Shah.
Beardo is one of the first grooming brands that solely cater to the menswear segment, and after grooming the Indian men, they have set out to style them as well. The actor will also give out 100 signed merchandise items to his fans.
The thought behind propelling this site is to improve the possibility of men’s shopping by giving a one-stop answer for men’s items.
The offerings comprise logoed T-shirts, hoodies and shirts, along with complementing lifestyle categories such as perfumes, all reprised in black-inspired hues to signify the brand language of the attributes of a villain.