Being yourself is the ultimate fashion statement
Underrated Club is a fashion brand dedicated to celebrating individuality and authenticity, offering high-quality lifestyle wear that resonates with each person’s unique style. The brand seamlessly blends sustainable practices with innovative designs, creating versatile and distinctive pieces that ensure everyone can stand out in their own way. The brand goes beyond clothing, embracing the true essence of personal expression and confidence, making each piece a reflection of the wearer’s identity and style evolution. In an interview with Fibre2Fashion, Co-founder Abhishek Teri discusses the brand, its uniqueness, sustainable practices, future plans and more.
How do you see consumer preferences evolving in the lifestyle and fashion industry, particularly among younger demographics? What trends are shaping the future of this sector?
Today’s youth are not just looking for trendy clothes that resonate with their personal style; they are also making more fashion-conscious choices, with a keen eye on the brand’s positioning and values. They seek out brands that align with their ideals, favouring those that offer eco-friendly options without compromising on style. This shift towards mindful consumption is shaping the future of the lifestyle and fashion industry, driving brands to focus on sustainability, authenticity, and high-quality offerings.
How is technology impacting the lifestyle and fashion industry? Are there any emerging technologies or innovations that you believe will significantly influence how businesses in this space operate?
Technology, especially AI, is transforming the lifestyle and fashion industry. AI enhances customer experiences through personalised recommendations, virtual try-ons, and efficient supply chain management. Emerging technologies like augmented reality (AR) and AI-driven design tools are also reshaping product creation and marketing, offering more customised and interactive shopping experiences. These innovations are set to significantly influence how fashion businesses operate, driving both creativity and efficiency.
Can you tell us about the story behind Underrated Club? How did the idea evolve?
It all began with a coffee shop conversation among friends who shared a passion for streetwear and a vision to create something unique. This discussion led to the idea of a brand that values genuine style, durability, and self-expression over fleeting trends. With this vision in mind, Underrated Club was born. We spent countless hours refining our vision, focusing on creating high-quality, versatile pieces that resonate with people who appreciate substance over hype. The journey has been about staying true to our core values, building a brand that champions the underrated aspects of fashion: authenticity, quality, and a deep connection to street culture.
Who is the target audience for your brand, and how do you ensure that your products align with their preferences and expectations?
Our brand is designed with Gen Z in mind, particularly those between 18 and 32 years old who live in urban environments. Our audience values self-expression and is fashion-forward, with a keen eye for streetwear and street art. They are tech-savvy, appreciate high-quality, comfortable clothing, and gravitate towards premium fashion.
By maintaining quality, being price competitive and staying in tune with the vibrant street culture and art that resonates with them, we ensure that our products consistently meet our target audience’s preferences and expectations.
In a crowded market, how does Underrated Club differentiate itself from other brands? What do you consider your brand’s unique selling proposition (USP)?
In a crowded market, we set ourselves apart by staying deeply connected to our audience and the pulse of street culture. We offer more than just clothing; we provide a lifestyle that resonates with the values and tastes of our customers.
Our USPs:
A merchandise mix that is both trendy and classic, offering the best of both worlds.
The use of eco-conscious materials, reflecting our commitment to sustainability.
High-quality clothing that guarantees durability and comfort.
Unique oversized and baggy options designed for ultimate comfort and a distinctive streetwear aesthetic.
Can you share insights into the process behind curating and developing the products offered by Underrated Club?
Curating and developing products at Underrated Club is a meticulous process that begins with a deep understanding of our audience’s preferences and the latest trends in street culture. We start by researching global fashion trends, street art, and youth culture to identify what resonates with our target audience. From there, we focus on blending these insights with classic styles to create pieces that are both current and timeless.
We carefully select eco-conscious materials for some designs that align with our commitment to the environment without compromising on quality. Throughout the design and production phases, we prioritise comfort, durability, and the distinct oversized and baggy silhouettes that our audience loves. Finally, every piece undergoes rigorous quality checks to ensure it meets our high standards before it reaches our customers.
Your brand emphasises the importance of accessories like buttons and rivets. What role do these details play in enhancing the overall style and experience of your products?
Buttons and rivets might seem small, but they play a key role in elevating our products. Beyond functionality, they add a distinct edge to our designs, enhancing the streetwear vibe. These details also ensure durability and reflect our commitment to high-quality craftsmanship, making each piece both stylish and lasting.
What have been some of the key challenges in growing Underrated Club, and how have you overcome them?
Every day brings new challenges in business, and at Underrated Club, we tackle them by seeking creative solutions. We have focused on building a strong brand core, finding reliable partners, and staying competitive in terms of pricing while also prioritising sustainability. This approach has allowed us to navigate and grow in a highly competitive market.
How important is sustainability and ethical sourcing in your business model?
Sustainability and ethical sourcing are essential to our business model. We are committed to integrating eco-friendly practices into our operations. Currently, we have introduced polos made from sustainable bamboo and Tencel fabrics, reflecting our dedication to offering high-quality products that are also kind to the environment. As we grow, we aim to expand these efforts across other product lines.
How do you balance the demand for trendy products with the need for sustainable practices?
We aim to balance the demand for trendy products with sustainable practices by incorporating eco-friendly materials like bamboo and Tencel into some of our designs. We ensure that our clothing is both stylish and durable, aligning with current trends while minimising environmental impact. Additionally, our merchandise mix includes timeless classics that are always in trend, providing a versatile range that meets the expectations of customers seeking both fashion-forward pieces and responsible, ethical practices.
Your products are known for their durability and odour-free experience due to special washes. Can you elaborate on the technology or processes used in this regard?
We ensure durability and an odour-free experience through specialised washing techniques like stone wash, ice wash, and cloud wash. Stone wash gives our garments a rugged, vintage look while enhancing fabric strength and breathability. Ice wash preserves fibre integrity with a cool, frosted effect, breaking down odour-causing bacteria. Cloud wash creates a soft, unique appearance, maintaining fabric structure without harsh chemicals. These processes make our products stylish, comfortable, and long-lasting.
How do you approach inclusivity in terms of style, size, and representation?
We are committed to size inclusivity, offering a wide range of sizes from XS to XXL to ensure that everyone can find the perfect fit. We are also collaborating with plus-size influencers to promote inclusivity and demonstrate that our designs are flattering on all body types. Additionally, we have introduced baggy options for individuals who may be body-conscious, providing stylish and comfortable choices for everyone.
How do you think the concept of ‘fashion as self-expression’ is influencing design choices across the industry?
The concept of ‘fashion as self-expression’ is driving the industry towards designs that celebrate individuality and personal style. At the Underrated Club, we believe that true style is not defined by labels but by the confidence with which you wear your choices. Our philosophy is simple: being yourself is the ultimate fashion statement. We design with this in mind, creating pieces that empower you to express who you are with authenticity and confidence.
With the rise of e-commerce, how do you see the balance between online and physical retail spaces shifting?
Our current priority is to grow and strengthen our e-commerce presence while also focusing on creating new experiences through pop-up events. These initiatives help us build deeper engagement and a vibrant community around our brand. Looking ahead, we plan to open physical stores that will offer unique, immersive in-store experiences, bringing our brand’s essence to life in a tangible way.
What are your next plans for Underrated Club? Are there any upcoming projects or expansions you are particularly excited about?
We are excited about the future of Underrated Club and have several plans in the pipeline. We are gearing up to list our brand on popular marketplaces like Myntra, Ajio, and Nykaa, making our products more accessible to a broader audience. Additionally, we plan to participate in various streetwear events across India to connect with our community and showcase our latest collections. Looking further ahead, we aim to expand not just nationally but internationally, striving to become a leading global brand. We are also planning to open offline stores, bringing the Underrated Club’s experience to life in physical retail spaces.
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