Our goal is to be able to offer a bespoke experience
Aristobrat is an affordable luxury lifestyle brand founded in 2019, dedicated to revolutionising men’s fashion with a focus on simplicity, quality, and sustainability. The brand specialises in crafting versatile essentials that combine timeless elegance with ethical practices, aimed at enhancing the modern man’s wardrobe. In an interview with Fibre2Fashion, Director and CEO Karan Singh talks about luxury men’s fashion, brand ethos, and expansion plans.
How has the rise of digital marketing and e-commerce impacted traditional luxury fashion brands?
The traditional luxury fashion brands have been greatly impacted by the advent of digital marketing and e-commerce. Their reach has increased, and communication between the brand and the consumer has accelerated. Due to the current low credibility associated with a weak digital presence, transparency has become essential.
Furthermore, there is a growing need for brands to build a more personal online relationship with customers. Effectively engaging the new-age consumer requires this deeper connection.
The digital landscape has reduced barriers to entry for new brands from a business standpoint. In contrast to the conventional approach, which necessitated large investments in physical retail locations, starting a business today mainly involves spending money on internet marketing in order to reach a larger audience, making it more affordable and accessible.
In what ways are sustainability and ethical sourcing becoming important factors in the fashion industry?
Fashion brands are facing growing consumer demands for accountability and transparency. Sustainability—which includes using eco-friendly materials and producing less waste—is important because of the industry’s influence on the environment. As consumers grow more conscious of the human cost of fashion, ethical sourcing—which ensures fair treatment and safe working conditions for garment workers—is gaining popularity.
Can you provide insight into any upcoming trends in luxury fashion that you think will influence the future market?
It seems that a trend towards simpler, less conspicuous logo styles of clothing is becoming increasingly popular. This concept, sometimes referred to as ‘quiet luxury’, prioritises individual style over overt branding.
How can luxury brands maintain exclusivity and allure while expanding their market reach?
A collaborative strategy is one that works. When product expansion reaches a breaking point, meaningful partnerships can keep exclusivity intact. Several prominent examples include the partnerships between Sabyasachi and H&M, Manish Malhotra and Starbucks, Coca-Cola and H&M, and Sabyasachi and Estée Lauder.
What strategies are effective for luxury brands to engage with younger, more digitally savvy consumers?
The secret is to create content that is both personable and relevant. Young, tech-savvy customers look to luxury brands for something more than just consumerism—a sense of community. It has been shown that using social media platforms to communicate our brand’s story, product details, and interesting content has a greater impact than just putting products on display with no background information.
Can you share the inspiration behind the name ‘Aristobrat’ and how it reflects the ethos of your brand?
The inspiration behind the name Aristobrat was a deep respect for two iconic characters: Robert Downey Jr. (Tony Stark) and Daniel Craig (James Bond). While Downey Jr. represents rebellion and subtly brashness, challenging the status quo, Craig embodies traits of machismo, class, aristocracy, and minimalism. When combined, they represent our ideal man—someone of the present who will influence the generation of the future.
The motivation behind self-identifying as an ‘Aristobrat’ is to encourage men to make audacious and confident fashion choices. Our brand ethos is aptly captured by the term, which embodies a blend of irreverence and aristocratic elegance. Our dedication lies in offering classic, functional clothing that values function and material above fads. This encourages our customers to confidently express their individuality.
At Aristobrat, we think it is important to give men the power to choose wisely when it comes to everyday clothes and shopping habits.
Why have you chosen to focus on a narrow colour palette, and what advantages does this strategy offer?
Focusing on a narrow colour palette offers several advantages in both style and practicality. By opting for largely monochromes and neutrals, you are not only streamlining your wardrobe but also enhancing its versatility. This strategy allows for effortless mixing and matching of pieces, creating countless outfit combinations without the hassle of clashing colours.
Additionally, a limited colour palette can convey a sense of sophistication and cohesion in your style, giving your overall look a polished and intentional aesthetic. Ultimately, by curating a collection with a narrow colour palette, you are maximising the potential for each garment to be worn repeatedly in various stylish ensembles, making your wardrobe both efficient and timeless.
What are the key features of your quality process and audit guidelines that ensure zero-compromise quality in every piece?
Our primary objective is to ensure top-notch quality in every clothing item we manufacture, supported by rigorous audit protocols and meticulous quality control measures.
We follow two essential guidelines:
We partner with financially stable factories with substantial capacity.
We collaborate with an independent quality assurance organisation, currently aligned with Intertek, a British multinational corporation.
At the micro level, quality assurance occurs at both the fabric and garment levels. With this two-step procedure, the production batch is almost always perfect and ready for sale, with a 99 per cent success rate. We value independent QA because it is more reliable than manufacturer-conducted QA at the garment level, unlike many brands that only use this method. We are dedicated to investing in quality for the benefit of our customers, even though we understand that it has a cost.
At every stage of production, comprehensive inspections are a crucial part of our quality control procedure. Almost all flaws are found and fixed by rigorously adhering to the Acceptable Quality Level (AQL) standard, which is usually set at 2. Although industry norms say that an AQL of 2.5 is acceptable, we strive to exceed this standard with our high internal quality control standards. Our unwavering commitment to quality allows us to consistently provide clothes that go above and beyond for our clients.
How do you handle the sustainability aspect of your production processes, considering the use of premium materials?
At Aristobrat, our ethos itself allows for sustainability. We are a slow fashion brand, which means limited styles that never go out of fashion. This also means less wastage, better control over trims, better capacity planning, and standardised choices for fabrics. All of this in turn contributes to sustainability.
As an environment-conscious brand, we take deliberate measures to carefully vet our suppliers to ensure they adhere to ethical and environmentally responsible practices in sourcing raw materials. Additionally, we optimise our manufacturing processes to minimise waste and energy consumption, striving for efficiency without compromising on quality.
Furthermore, we aim to extend the lifespan of our products by crafting timeless designs that withstand the test of time, reducing the need for frequent replacements. We also offer repair and recycling services to further minimise our environmental footprint. Ultimately, our goal is to create premium-quality garments that not only meet the highest standards of craftsmanship but also uphold our commitment to sustainability, ensuring a more responsible approach to fashion production.
Could you discuss the process involved in selecting the finest materials for your garments?
The choice of fabric involves a complex process with many factors involved. Numerous factors impact the decision-making process, including feel, drape, cost, durability, availability, customer demographics, competitive advantage, weather, sustainability, composition, and post-wash behaviour.
All of these considerations are important when selecting the appropriate fabric, but our main goal is to find appropriate, affordable substitutes that provide at least one similar function to the original. For example, we have decided that Tencel cotton is a good substitute for linen. While appealing to a certain market, pure linen is typically pricey. Conversely, Tencel provides superior drape, a softer feel, twice the durability, a more affordable price, and benefits for the environment. These attributes provide numerous talking points from a marketing perspective.
How do you achieve the right balance between style, comfort, and durability in your clothing collections?
Striking the perfect harmony between style, comfort, and durability is at the heart of our design philosophy. We start with timeless silhouettes that flatter a variety of body types, ensuring long-lasting relevance in your wardrobe. Subsequently, we give preference to premium natural fabrics that are well-known for their comfort and breathability.
In order to achieve a balance between strength and flexibility, construction techniques are carefully selected, allowing for flexibility without sacrificing the garment’s shape. The end result? Clothes that not only look great but also feel great, designed to withstand the daily incidents that life presents.
The Aristobrat Classic shirt is described as iconic within your collection. What makes this shirt stand out from others on the market?
The Aristobrat Classic Shirt is an iconic piece in our collection. Here’s what makes it stand out from the crowd:
It is made of premium cotton sateen. The fabric has a natural, inherent sheen that makes it look instantly premium.
To go with the amazing feel and fall of the fabric, we have added snap-on metal buttons at the cuff. This adds functionality and uplifts the garment by giving a cuff-link impression.
Anti-curl collars enabled by high quality fusing and a collar bone. We understand that shabby collar is a turn off.
No logos. Simple, quiet luxury.
You provide two distinct fits. Is there a specific reason behind this choice?
Absolutely! We offer two unique fits, Regular and Tailored Slim, to accommodate a greater variety of body shapes and individual tastes.
Tailored Slim: This fit is intended for people who prefer a closer-to-the-body, more modern look. It creates a sleek, polished appearance that is ideal for a night out or professional settings and accentuates a leaner build.
Regular: This fit is cosier and more laid back. It provides extra room in the waist and chest area, which makes movement easier. It is perfect for people who have a wider build or prefer a classic style.
The tailored slim fit was initially made targeting millennials, but gradually the shirt became popular among older men and the white-collar community. ‘Older men’ meant heavier build, and psychologically a close association with fits provided by legacy shirting brands. This gave birth to the regular fit.
At Aristobrat, we believe in offering a product that we want to provide to our customers and then tailor the offering based on feedback or market behaviour.
With 15,000 stitches per shirt, can you explain how this level of detail impacts the overall quality and durability of the garments?
At Aristobrat, we believe that quality and durability go beyond just stitch count. While it is an important factor, it is not the sole determinant of garment quality. Here’s why:
Focus on Essentials: We prioritise quality fabrics and construction for everyday wear, aiming to create versatile pieces that integrate seamlessly into your wardrobe.
Durability Through Design: Our focus is on high-quality materials and well-considered construction techniques, which impact a garment’s lifespan more than just stitch count.
Versatility Over Volume: We emphasise versatile pieces that can be easily mixed and matched, promoting mindful consumption and reducing the need for excessive clothing.
Fabric: We use natural fibres like cotton or linen, known for their breathability and comfort. We emphasise fabrics like bamboo cotton for their quality and comfort.
Construction: Techniques like proper seam finishing and reinforcement stitching contribute more to durability than just overall stitch count.
Fit: A well-fitting garment not only looks better but also lasts longer and feels more comfortable.
Being as bespoke as possible—not customised, but able to offer a bespoke experience—is the goal here.
What plans do you have for expanding your product lines or entering new markets?
We are excited to announce some upcoming developments that will enhance your experience with Aristobrat:
Mid-2024: We are launching a Homewear line for cosy and stylish lounging at home, along with a premium Denim collection featuring a variety of fits and washes.
End of 2024: Our trendy Overshirt collection will be introduced, which would be perfect for layering and adding casual sophistication to any outfit.
2025–2026: We are entering the Middle Eastern market through a strategic partnership, offering shipping to Canada and the Middle East to make international shopping easier for our customers.
Tier 2 City Focus: Expanding into tier 2 cities across India to better serve growing disposable incomes.
Franchise Partnerships: Exploring strategic franchise partnerships to expand our offline presence nationwide.
Creative Partnerships: Collaborating with like-minded companies, designers, and artists.
We are committed to providing outstanding quality, flair, and diversity, and look forward to growing as a top brand in men’s clothing, both in India and abroad!
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