Aryan Khan, the son of Bollywood superstar Shah Rukh Khan, recently launched his luxury streetwear brand, D-yoval X. The collection, which was unveiled on April 30, received much anticipation, with many eagerly awaiting its release. The brand’s first ad, which also marked Aryan‘s directorial debut, featured his father and was met with much fanfare.
Despite some objecting to the sky-high prices of the jackets and T-shirts, the collection sold out within a day. The brand offered jackets at prices of ₹2 lakh and T-shirts worth ₹24,000, which drew criticism from some on social media.
The Launch and Immediate Success
The launch of D-yoval X was highly anticipated by fans of the Khan family and fashion enthusiasts alike. Aryan Khan’s first ad for the brand also marked his directorial debut and featured his father, Shah Rukh Khan. The ad showed Aryan cutting down a few words like ‘timeless’ on a blackboard and then slashing it with a paintbrush dipped in red color.
Shah Rukh Khan then entered the room, picked up the paintbrush, and added another slash to make the alphabet X on the blackboard, symbolizing the brand name of D-yoval X. The ad ended with Shah Rukh looking into the camera as he sat holding the paintbrush in his hands.
The brand’s website crashed soon after the collection appeared, with many customers complaining of being unable to access it. However, the brand handle clarified that they were experiencing very high volumes of traffic and checkouts and requested customers to bear with them. Soon after, the collection was made available to the customers, and within a day, it had sold out completely.
The success of D-yoval X was not without its share of controversies. Many criticized the brand for its exorbitant prices, with jackets priced at ₹2 lakh and T-shirts priced at ₹24000. Some even went on to roast the brand on social media for its sky-high prices.
Despite the backlash, it is essential to note that luxury streetwear brands often command such prices. It is a niche market that targets affluent customers who are willing to pay a premium for high-quality and exclusive products. Moreover, Aryan Khan’s association with the brand undoubtedly contributed to its success, given the immense popularity of his family in India.
Fans are anxiously expecting D-yoval X’s next release because of the brand’s initial collection’s resounding success. Thanks for the ride,” Aryan Khan wrote on social media. We’ve all sold out. Stay tuned for the next one,” alludes to D-yoval X’s future releases.
It will be interesting to see how the brand evolves and whether it can maintain its popularity in the long run. Aryan Khan’s passion for fashion and his creative vision for D-yoval X may be the keys to its success.