Fashion-obsessed individuals of all ages in the UAE can now enjoy guilt-free shopping for trendy, affordable, and sustainable designer clothing, as India-based niche fashion brand Styched makes its grand entrance into the country’s market – the initial step in its ambitious global expansion plans – aiming to democratise youth fashion worldwide.
Despite its Indian origins, the brand’s fashion items are not solely ethnic but possess a universal appeal, targeting a broader international audience aged between 20 and 40, with contemporary lifestyles, moderate to high disposable incomes, and a desire to stay ahead of fashion trends.
The brand declared its presence with the introduction of ‘The Styched Collective’ in the UAE market, which is now accessible in the UAE through the company’s dedicated D2C website www.styched.ae and leading online marketplaces like Amazon and Noon. It will soon expand to other platforms such as 6thStreet.com and Namshi.
The brand takes pride in being a zero-waste, sustainable fashion powerhouse, featuring patented production-on-demand technology that eliminates the need for inventory and warehouses. “This innovative model not only reduces environmental impact but also ensures that each garment is crafted with meticulous care and attention to detail,” Bhowmik stated.
Styched, founded by Durga Dash and Bhowmik, alumni of India’s esteemed IIT and ISB (Indian School of Business) and associated with global brands like Amazon, Jabong, and Foodpanda, is preparing for a dynamic start in the UAE and the broader Middle East region. The company is forging partnerships with entities such as the Dubai Chamber of Commerce and numerous social media influencers to promote sustainable fashion practices.
The company plans to collaborate with local talent to instigate positive change in the region. “We aim to introduce an innovative approach to fashion retailing,” said Dash, Co-Founder and COO of Styched, emphasizing, “Our focus is on revolutionising the fashion landscape in the Middle East.”
In the upcoming months, the brand intends to launch physical stores and innovative phygital experiences in the UAE, providing customers with both online and offline shopping options. Long-term plans include expanding into offline retail and entering other GCC countries, commencing with Saudi Arabia.
Bhowmik highlighted that the company’s offerings, from Western casualwear to athleisure and footwear, will be comprehensive, catering to the diverse demographics of the region. “We also offer customisation, allowing customers to tailor-make and design their wardrobe with Styched,” he added.
The co-founders claimed that currently, no other online fashion brand offers mass customisation on this scale.
Styched’s entry into the UAE and the wider region coincides with a period of remarkable growth in the Gulf country’s fashion sector, projected to reach $5B in the affordable segment by 2027, with a current compound annual growth rate (CAGR) of over 20 percent.
“Amidst this dynamic market environment, there is a noticeable demand for affordable yet stylish brands that offer a personal touch – a niche that Styched is uniquely positioned to fulfil,” remarked Bhowmik.
“Styched is also a ‘Zero Inventory,’ ‘Zero Warehouse,’ ‘Zero Waste’ brand, promoting the sustainability value proposition that has gained traction in the Middle East market,” he added.
In addition to providing affordable and sustainable fashion, the brand aims to build a vibrant community of fashion enthusiasts, bloggers, and influencers who share its vision for a more eco-conscious future.
The brand’s marketing strategy in the region encompasses both online and offline promotions to enhance brand awareness and drive traffic.
“Online, we are concentrating on marketing through various social media platforms and influencers,” noted Dash. “A crucial aspect of the strategy is also to be present on all major marketplaces. We already have over 1,000 products listed on Amazon and Noon. We will soon be live on Namshi and 6thStreet.com as well.”
The company currently offers a launch discount of 25 percent on orders placed through the brand website.
