Project background

For a young corporate wannabe, ‘looking-the-part’ is as much important in success as his performance on the job. Viewing the market from this vantage point, there emerges a need for a mastige corporate fashion label that is flexible enough to offer fashioned office wear and go beyond the codes of formalwear. The brand concept can be further extended to include men’s grooming range, fashion accessories etc.

Questions posed

• How can a brand infuse fashion in a seemingly strictly coded formal wear space?
• Can a proposition based on ‘jugaad’ be aspirational?
• How can a formalwear brand be more than just about shirts and trousers