Kingscraft launches streetwear brand Underrated Club

Kingscraft Online Brands Private Limited has entered the Indian streetwear market with the launch of its premium fashion brand Underrated Club (URC).

Underrated Club positioning itself as an affordable luxury brand was launched with two collections namely Underrated Originals and Underrated Classics.

Going forward, URC plans to diversify its offerings with the launch of new products in the coming months. Additionally, its plans to enter the offline market through flagship stores, and strategic partnerships with retailers.

Commenting on the launch, Abhishek Teri, co-founder of Underrated Club, in a statement said, “At URC we are redefining luxury streetwear by merging timeless elegance with modern urban flair. Our creations are a celebration of individuality, crafted with precision and a deep commitment to quality. We believe that true luxury lies in the details, and each piece we design is a testament to this philosophy.”

Kartik Anand, co-founder of Underrated Club added, “India is home ground for us, and we are extremely bullish and confident about the prospects of the developing economy of our country. URC brings a unique take on fast fashion-forward dressing, and it will continue to evolve keeping the youth and younger customers in mind.”

Currently, Underrated Club operates through its online platform and plans to expand its presence across leading e-commerce platforms.