23 March 2023, Mumbai
Myntra, one of India's leading fashion and lifestyle destinations, has teamed up with UK-based boohooMAN to bring its streetwear-inspired clothing to the Indian market.
BoohooMAN's offerings include graphic T-shirts, hoodies, track pants, and cargo joggers, catering to customers seeking a laid-back, casual vibe. The brand's clothes will be available on Myntra's Online Brand Store and priced from Rs 2,000.
BoohooMAN is a streetwear brand, its presence in India is aimed at empowering a social media-inspired, trend-first generation to look and feel confident every day. BoohooMAN is present in 15+ countries, with the USA and the UK being major fashion hubs for the brand.
Streetwear, as a category, has been popular since the 1980s, and is characterized by comfortable, casual clothing inspired by sub-culture communities such as skateboarding, surfing, and hip-hop.
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. 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.
India, 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.
Myntra, the online retailer, launched in 2016, is known for its collaborations with celebrities to create cutting-edge fashion for men, and it will offer more than 600 styles on its platform.
