Clothing brand Neometa has launched ‘NoBiy’ as a new, gender-neutral fashion label which is inspired by subcultures including gaming and anime. The brand is tailored to Gen Z and millennial tastes and is designed to reject segregation.
“Our belief is simple: be your truth,” said Neometa’s founder and CEO Anupam Singh about the new brand, Indian Retailer Bureau reported. “We don’t aim to dictate trends; our goal is to pioneer distinctive trends. Our mission revolves around building a fluid and non-judgmental brand that transcends boundaries, free from the constraints of societal norms. At the core of NoBiy, we prioritise the individual.”
The brand centres around the sci-fi and fantasy genres, according to its website, and has a futuristic aesthetic. The brand aims to connect with shoppers invested in the subcultures of gaming, anime, and music and plans to bring metaverse concepts to life through its garments.
“NoBiY is a genderless lifestyle brand that embraces versatility and breaks free from traditional constraints,” announced the brand on its website. “It offers a lifestyle wardrobe solution for millennials and Gen Z. Its product range covers various categories, including knits, woven garments, denim pieces, and outerwear. By catering to the fashion needs of these forward-thinking generations, NoBiy aligns with their dynamic and diverse lifestyles.”
Bengaluru-based Neometa plans to establish 500 points of sale for NoBiy in the coming five years to reach shoppers across India. The brand will focus on diverse cities for its initial expansion and its main target audience is aged from 14 to 28 years old.
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