Telegu cine star Vijay Deverakonda launches his clothing brand on Myntra

Wilton Vinck

BENGALURU: South Indian film actor Vijay Deverakonda has launched his apparel model, Rowdy Use, on trend marketplace Myntra to enhance its access. Rowdy Use is the first celeb trend model originated from the south and sells inexpensive apparel and equipment by way of its flagship app.

The Telegu film actor launched the clothing label a calendar year back to engage with his fanbase. Focused at youth and young children, the streetwear model can make shirts, tees, sweatshirts, kurtas, jackets, hoodies, joggers, sneakers, caps and belts. The association with Flipkart-owned Myntra, which services about 19000 pincodes, is established to enhance the brand’s access, in particular in tier two and 3 towns and cities.

“Rowdy Use is an extension of my temperament and delivers with it the mind-set of self-expression, in avenue model. This mind-set is now entrenched in a vast majority of the country’s youth,” stated actor Vijay Deverakonda at a sundowner celebration organised in Hyderabad to announce the association.

Cashing on the attractiveness of streetwear and celeb-led trend, Myntra’s head Amar Nagaram, stated, “Films have come a very long way in guiding our perception of trend and continues to affect model. Stars play an crucial purpose as trend idols, both on and off screen and their substantial lover-following normally can help form the marketplace.”

This is not the first for the trend etailer. Not long ago, Mahesh Babu launched his menswear model, The Humble Co, on the platform. Other celeb-led models on Myntra include things like Wrogn by cricketer Virat Kohli, HRX by Hrithik Roshan and House of Pataudi by actor Saif Ali Khan.

The trend etailer sells about 2300 trend and life style models on its platform which include 18 personal labels and global models these kinds of as H&M, Dorothy Perkins, Less than Armour and Desigual.

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