Myntra onboards UK’s boohooMAN to unlock the potential of Mens Streetwear Fashion in India
Bengaluru : Global fashion’s best-kept secret in menswear, boohooMAN, has initiated its foray into the Indian market in association with Myntra, one of India’s leading fashion and lifestyle destinations. UK based boohooMAN will be offering 600+ options of the freshest, uber-trendy and most in-demand styles to choose from.
Launched in 2016, boohooMAN has scaled to be one of the fastest-growing online men’s fashion destinations in the world. Quickly establishing itself as a fashion trailblazer, the versatile brand is known to capture and envision fashion, in tandem with the fast-paced and constantly changing global trends. Focusing on edgy streetwear, boohooMAN works with leading global celebrities on fashion-led collaborations to cater to shoppers globally. The brand’s offerings will include graphic and backprint t-shirts, graphic hoodies, track pants, and cargo joggers, which give off a laid back, in vogue and casual vibe. Streetwear, as a category in the fashion apparel segment, has prevailed since the 1980s. It is a style of comfortable casual clothing that draws inspiration from sub-culture communities such as skateboarding, surfing, and hip-hop, with its own blend of style and punk.
In line with Myntra’s recent brand campaign, ‘Extraordinary Every Day’, boohooMAN caters to various male shoppers across lifestyles, personalities, and fashion senses, with looks inspired by global trends like athleisure, plaids, wide-cut trousers, tonal layering, utility vests and jackets, clean shirts, neutral basics, and textured pieces, among others. With its primary focus on fashion-forward men, boohooMAN will be available at a starting range of ₹2000. As a seasoned leader in global fashion, boohooMAN’s vision is to empower a social media inspired, trend-first generation, to look and feel confident every day, across occasions. The brand is present in 15+ countries, with the USA and UK being major fashion hubs for the brand.
The brand will be housed under a dedicated Online Brand Store (OBS) on Myntra, enabling shoppers to easily browse and discover their favourites across the brand’s portfolio. With a focus on urban, metro, and tier 1 audiences, the brand will also indulge in marketing activities that include influencer activation and visibility across Myntra’s pioneering social commerce initiatives, Myntra Studio and M-Live. Wishlisting for the brand began on 18th March, with the entire collection going live on the 21st of March.
Speaking on the association with Myntra, James Pryer, Buying Director, boohooMAN, said “BoohooMAN is excited to announce its entry into the Indian market with our launch on Myntra. Our brand provides affordable fashion to everyone. We are confident that our collaboration with Myntra will help us establish a strong presence & bring a fresh perspective to menswear fashion in India.”
Touching upon boohooMan’s foray in India, Jayanti Ganguly, Business Head – International Brands, Marketplace and Omni, Myntra said, “With more and more younger, fashion-forward men embracing brands that are global, trendy and experimental, men’s casual wear, especially streetwear has steadily been gaining popularity with our male shoppers. We are thrilled to be boohooMAN’s destination of choice as they strengthen the culture of men’s streetwear in India by introducing an array of uber stylish options. Being one of the fastest-growing online men’s fashion destinations in the world, boohooMAN is poised to disrupt the Indian market that is rife with opportunities.”
According to an industry report, the streetwear segment is worth $185 billion in sales globally, and it is gaining steady traction in India as well, with the country capturing a sizable community experimenting with street styles and looks. While some category enthusiasts are devoted to the segment’s pioneering brands, the heritage and culture associated with street fashion, and the storytelling abilities of streetwear, others are drawn to street-luxe inspired by streetwear, and still others are enamoured by the hype and trends that dominate social media. The category’s popularity is not limited to the metros; streetwear is also becoming popular in tier 2 and tier 3 cities. The men’s fashion industry has shifted focus from casual wear to streetwear, mirroring the women’s wear trend and driving demand for the category.