Azorte launches Squid Game collection (#1688438)

On December 26, Reliance Retail‘s apparel and accessories business Azorte launched a clothing collection inspired by the second season of the television series Squid Game. The collection is designed to to engage shoppers with graphic, streetwear inspired styles. 

“Comfy tees for the ultimate Squid binge,” announced Azorte on Facebook, sharing images from the new collection. “Ready, set, lounge- season two drops 26th December.”

The collection has a youthful, Gen Z inspired style with gender neutral oversizes t-shirts and sports wear style tops featuring illustrations inspired by the Netflix show and Korean text. Aiming to tap into the television series’ pan-India popularity, the collection has launched online and in Azorte’s brick-and-mortar stores across the country. 

Azorte has launched a number of exclusive collections this year including a Halloween line in October. The business has focused on significantly widening its brick-and-mortar footprint in 2024 and opened outlets in locations including Hyderabad, Amritsar, Tirupati, Goa, Bengaluru, Guwahati, Surat, and Jamnagar among others. 

Reliance Retail launched Azorte in 2022 to cater to Gen Z shoppers who follow global trends. In addition to its network of brick-and-mortar stores, the brand also retails online on Reliance’s multi-brand e-commerce platform Ajio.