Dhruv Kapoor launches affordable line as Ajio exclusive

Global luxury brand Dhruv Kapoor has partnered with multi-brand e-commerce retailer Ajio to launch an affordable men’s and women’s apparel line as a platform exclusive. 

“With changing lifestyles and global fashion aspirations, we’ve seen a significant shift in consumer preferences, with an all-time high demand for designer wear brands,” said Ajio’ CEO Vineeth Nair in a press release. “This collaboration with Dhruv Kapoor to launch their exclusive collection enables us to make the global brand’s iconic fashion more accessible to aspiring customers, complemented by Ajio’s seamless shopping experience.”  
 
The bright and youthful collection features clashing prints and experimental denim to create a streetwear inspired look and engage Gen Z shoppers. With gender neutral silhouettes and asymmetric tailoring, the line is conceptualised to bring Dhruv Kapoor’s playful designs to a wider audience with an average selling price of Rs 5,000.

“Our aim was to translate the Dhruv Kapoor dream to a larger audience,” said eponymous designer Dhruv Kapoor on the partnership. “It was not only about offering an accessible price point but to extend a piece of our dream to communities that were aspirational buyers or didn’t necessarily fall under the realm of our universe. This partnership with Ajio, which shares the same sensibilities and ethos as us, makes this a reality for the shoppers.”
 
Dhruv Kapoor launched his eponymous brand in 2013 and has gone on to establish an international retail presence. The designer is known for his bold patterns and conceptual men’s and women’s apparel.