Gurgaon, Feb 16 (IANS) Are you at a loss for clothes that qualify as office wear and also work well for a casual dinner or a party that you have to attend right after your hectic office hours? PostFold, a new online apparel brand, offers versatile cotton wear to suit this need among men and women.
The brainchild of Aashray Thatai and Ashish Gurnani, who both studied in the US, the brand’s USP is to cater to the fashion segment at an affordable price by eliminating the middlemen from each step of the product development and integrating latest designs in the garment.
“We cater to both men and women, with knits for men and woven clothing for women. We have also roped in prestigious Supima cotton farmers in US. We thought of starting the brand for our generation, which looks at outfits fit for desk to dinner. It is something young professionals face,” Gurnani told IANS during a factory visit here.
PostFold seeks to fill the gap between the niche luxury fashion market and the low quality affordable fashion market.
The idea germinated when the co-founders returned to India after pursuing their education in the US. They experienced a dent in the Indian apparel market and analysed that affordable apparel is low quality and quality apparel is high priced.
They found out that even if the fabric used is of a higher quality, still the price does not justify the “eight-fold markups”. Hence, they came with a business model where they manufacture and style apparel using high quality fabrics and keep the fixed costs low and curate clothes with the experienced stylists so that they can suggest attire from ‘desk to dinner’.
PostFold’s collection consists of easy essentials that are basic, yet modern and trendy. The products are versatile basics and can be worn on almost any occasion. The product line comprises of polos, t-shirts, shirts, formal shirts, women blouses, women knit tops and bottoms.
The idea is also to lead a way for a socially conscious business. In the coming months, they plan to partner with NGOs that promote skill and labour development in India, and gradually move into brick-and-mortar space.
With the help of its stylists, PostFold has also created moods for various situations like the Sunday Brunch, Saturday Night and Travelling.
Ranging from simple solid colours to stripes, the clothing brand caters to people who have a taste for classy yet simple clothing.