“Rowdy Wear is an extension of my personality and brings with it the attitude of self-expression, in street style. This attitude is now entrenched in a majority of the country’s youth,” said actor Vijay Deverakonda at a sundowner party organised in Hyderabad to announce the association
South Indian film actor Vijay Deverakonda has launched his apparel brand, Rowdy Wear, on fashion marketplace Myntra to increase its reach. Rowdy Wear is the first celebrity fashion brand originated from the south and sells affordable apparel and accessories through its flagship app.
The Telegu film actor launched the clothing label a year ago to engage with his fanbase. Targeted at youth and kids, the streetwear brand makes shirts, tees, sweatshirts, kurtas, jackets, hoodies, joggers, sneakers, caps and belts. The association with Flipkart-owned Myntra, which services about 19000 pincodes, is set to increase the brand’s reach, especially in tier 2 and 3 cities and towns.
“Rowdy Wear is an extension of my personality and brings with it the attitude of self-expression, in street style. This attitude is now entrenched in a majority of the country’s youth,” said actor Vijay Deverakonda at a sundowner party organised in Hyderabad to announce the association.
Cashing on the popularity of streetwear and celebrity-led fashion, Myntra’s head Amar Nagaram, said, “Films have come a long way in guiding our sense of fashion and continues to influence style. Celebrities play an important role as fashion idols, both on and off screen and their massive fan-following often helps shape the market.”
This is not the first for the fashion etailer. Recently, Mahesh Babu launched his menswear brand, The Humble Co, on the platform. Other celebrity-led brands on Myntra include Wrogn by cricketer Virat Kohli, HRX by Hrithik Roshan and House of Pataudi by actor Saif Ali Khan.
The fashion etailer sells about 2300 fashion and lifestyle brands on its platform including 18 private labels and international brands such as H&M, Dorothy Perkins, Under Armour and Desigual.
