Mufti launches Gen Z focused sub brand 400050

Menswear brand Mufti has launched a new sub brand named ‘400050’, pronounced ‘Four Triple Oh Five Oh’. The new label has launched across a select number of Mufti’s exclusive brand outlets and in multi-brand stores and caters to Gen Z shoppers, focusing on casual, oversized garments.

Mufti announced the new line on the occasion of its 26th Founder’s Day celebration as a commitment to constant innovation, the brand announced in a press release. The apparel line is priced between Rs 1,800 and Rs 3,500 and is named after the pincode for the neighbourhood of Bandra in Mumbai.
 
“Mufti’s 400050 collection reflects the essence of Bandra, a vibrant cultural hub that serves as a sanctuary for creative, like-minded people,” said Credo Brands’ promoter, chairman, and managing director Kamal Khushlani in a press release. “The sub-brand marks a significant milestone in the brand’s legacy, reaffirming its commitment to celebrating Mumbai’s vibrant identity and cultural richness.”
 
400050 features oversized graphic t-shirts featuring its numerical brand name as well as button down shirts in jacquards and dobbies. The line’s maiden drop has a neutral colour palette and urban aesthetic.
 
Launched in 1998, Mufti aims to offer a unique clothing solution for the modern Indian man. The brand focuses on casual wear and takes its inspiration from the city of Mumbai.