BENGALURU: South Indian film actor Vijay Deverakonda has released his attire manufacturer, Rowdy Wear, on manner market Myntra to increase its reach. Rowdy Wear is the initial celebrity manner manufacturer originated from the south and sells affordable attire and components by its flagship application.

The Telegu film actor released the outfits label a year in the past to interact with his fanbase. Qualified at youth and youngsters, the streetwear manufacturer will make shirts, tees, sweatshirts, kurtas, jackets, hoodies, joggers, sneakers, caps and belts. The affiliation with Flipkart-owned Myntra, which providers about 19000 pincodes, is set to increase the brand’s reach, especially in tier two and three cities and towns.

“Rowdy Wear is an extension of my persona and brings with it the angle of self-expression, in road fashion. This angle is now entrenched in a vast majority of the country’s youth,” mentioned actor Vijay Deverakonda at a sundowner occasion organised in Hyderabad to announce the affiliation.

Cashing on the level of popularity of streetwear and celebrity-led manner, Myntra’s head Amar Nagaram, mentioned, “Films have appear a prolonged way in guiding our feeling of manner and carries on to impact fashion. Celebrities play an important position as manner idols, the two on and off monitor and their substantial enthusiast-subsequent generally helps shape the market.”

This is not the initial for the manner etailer. Just lately, Mahesh Babu released his menswear manufacturer, The Humble Co, on the system. Other celebrity-led brands on Myntra include things like Wrogn by cricketer Virat Kohli, HRX by Hrithik Roshan and Home of Pataudi by actor Saif Ali Khan.

The manner etailer sells about 2300 manner and lifestyle brands on its system like eighteen non-public labels and worldwide brands these types of as H&M, Dorothy Perkins, Below Armour and Desigual.