Growing up, we were all aware of the hugely popular and distinctly unique TV show called ‘Roadies’. While the show drew its fair share of retractors, it also attained a cult status among fans of the show. Historically, it marked the first instance of a successful reality show based in India. It is also remembered for bookmarking the transition of MTV from a purely music channel to a music-reality TV channel, which was also a global trend. One of the reasons why Roadies gained immense fame was due to the ever-present Rannvijay Singh, who was once the winning participant of the adventure reality show, and subsequently went on to host and judge the show. Throughout the show, he showed his determination and earnestness, and maintained an aggressive approach that was guided by principle.
Over the years, Rannvijay has moved from television shows to modelling, acting in films, and more recently, he launched his signature line of clothing. Launched with the help of Myntra, Rannvijay announced Disrupt, an adventurous clothing line for adrenaline junkies. Over the last few months, as was evident from his posts on social media platforms, he was designing this clothing line with his friend Shakeef Khan. The line is targeted toward customers who are free, wild-spirited, and original.
An excited Rannvijay spoke in a flurry about his new brand, saying ““I strongly believe Fashion should always be effortless yet cool. There is a bit of personality and fashion sense in all the styles offered at Disrupt. The key idea was to combine our concept of disruption along with the new-age audience. From the prints, the stitch styles, and the color palettes, there is an element of disruption in almost all of them.”
His partner Shakeef Khan was equally enthusiastic and optimistic about Disrupt’s launch on Myntra. He said, “Our collection is a perfect blend of style and substance. We want to leverage Rannvijay’s massive fan following, his fashion sensibilities and combine that with the need for a solid casual wear brand in the market. Rannvijay is widely known for his fashion sensibilities and we are confident that Disrupt will soon emerge as the individualistic fashion choice amongst the young and fashion-conscious Indian consumers in the next one year.’
Aimed at millennials, the brand has done well to keep in mind the dressing habits of the target demographic. Millennials have largely abandoned classic dressing norms of yesteryear, with a distinct preference of tees over formals, sandals over slippers, and shorts over jeans and trousers, and in general, the paradigm has shifted from showiness and conformity to comfort and functionality. It’s no debate that in the harshly temperate climate of India, comfort is the key to productivity. Hence, the rebellious line of clothing from Rannvijay and Myntra is sure to appeal to the younger generations since that is exactly what they are offering.
Puspen Maity of Myntra’s Sales Department, said, “Disrupt will make for a key and interesting addition to Myntra’s portfolio of contemporary street fashion and youth culture, which is in great demand lately. The brand is a manifestation of Rannvijay’s persona as a cool and effortless swashbuckler and is sure to be a rage among his fans. Our exclusive association with the brand clearly positions Myntra as the go-to destination for celebrity driven brands, offering comfort and quality at the best price.”