Indian fashion brand Bewakoof launches Pride collection

"The company proudly supports the LGBTQ community and celebrates individuality as they launch a special limited edition Pride collection on their platform Bewakoof.com. After all, Love is love and it is 2021 where one should be free to love without any inhibitions or fear," the company said in a press release.

The collection includes apparel, footwear, backpack and mobile covers in expanded sizing—sizes XS-2X—making it a truly inclusive offering.

On its Bewakoof online platform, the company sells 20,000 units of apparels and accessories a day and has a customer base of over 10 million. The company currently has a revenue base of ₹250 crore and aims to touch ₹1,000 crore by 2024.

“As a brand, Bewakoof stands for equality and respect. Inspired by our brand ethos, we decided to launch a specially curated Pride collection to celebrate and honour the LGBTQ+ community. LGBTQ+ community in India is slowly finding acceptance (much needed and deserving) in the social fabric of our country, but a lot more yet needs to be done, to create awareness and foster an environment that normalises conversations around LGBTQ. This is just the start and the month is just an excuse. There is an entire pipeline of Pride products throughout the year,” Bewakoof CEO & founder Prabhkiran Singh said.

The company recently announced its association with Rajkummar Rao, one of the most promising actors in the Indian Hindi film industry. Rao, who will be seen across campaigns promoting the brand, has also shot for the Pride campaign which is going live with the collection launch.

Fibre2Fashion News Desk (RKS)