Square Fruit launches as unisex fashion label at Mumbai event

Square Fruit launched as a unisex fashion brand at an event in Mumbai at 145 The Mill. The new label made its retail debut with two collections: ‘Genesis’ and ‘Valentine’s Day’ which have gone live on its direct to customer e-commerce store. 

“We all have witnessed how societal norms have unduly constrained fashion, particularly within the confines of gender,” said Square Fruit’s founder Ajay Khanna in a press release. “This experience instilled in me a deep desire to challenge these limitations. At Square Fruit, we are dedicated to creating high-quality, gender-fluid apparel that empowers individuals to authentically express their unique identities. This is clothing that doesn’t fit in but stands out, just like the people who wear it. We believe that style should be a true reflection of one’s personality, free from restrictive boundaries.”

Square Fruit’s maiden drop features 19 garments, designed to be worn by individuals of any gender identity. Inspired by Indian heritage, the label’s clothing coordinating sets, relaxed shirts, jackets, and pants among others. Mixing traditional crafts such as zari with utilitarian pockets and functional additions, Square Fruit aims to cater to the modern Indian. 

Along with its diverse approach to gender, Square Fruit also aims to be size inclusive and cater to all body types. The label gathered together a group of Mumbai’s content creators for its launch party which shared its brand ethos and new designs. Square Fruit’s clothing is priced from Rs 3,000.