Indian cricket star Virat Kohli has announced the launch of the WROGN ZERO collection on Flipkart ahead of the highly anticipated ‘End of season shopping festival’. The new collection, created in collaboration with the iconic former captain of the Indian National Cricket Team, focuses on comfort and affordability to pioneer ultra-lightweight clothing embodying Virat’s edgy style and persona.
The WROGN ZERO collection will feature 100+ fashion-forward styles in apparel and footwear, starting from Rs 349 across product categories such as t-shirts, shirts, jeans, and shoes. The collection aims to encourage Indian youth to own their unconventional athleisure style and defy the status quo. With Gen Z and Millennials constituting over 52 percent of India's overall population and driving the trend of ‘casualization’ in the fashion industry, the launch of WROGN ZERO is expected to further fast-track Flipkart’s tremendous growth in the casual wear segment. The collection will be live on Flipkart from 27th May 2023.
Virat Kohli added, “WROGN ZERO is more my kind of style by being ultra-light and easy yet stylish. Who likes to carry that extra weight? Definitely not me! Be it my fashion or my game, it's always about keeping it light and comfortable. I am beyond thrilled to make this collection available in the remotest regions in the country with Flipkart.”
Abhishek Maloo, Senior Director, Flipkart Fashion said, “At Flipkart, we strive to make the best of fashion available to every single customer across India, at the best value. Today’s fashion-conscious shopper has an increased interest in celebrity-led fashion, and Virat being a style icon makes it a winning combination for WROGN ZERO to be launched on our platform just in time for our End of Season Shopping Festival. With a collection that allows youth to elevate their style game within a budget, this launch is aligned with Flipkart’s mission to democratize fashion and address the need for trendy yet affordable clothing, without compromising on quality.”
Vikramaditya Reddy, COO and Co-Founder, WROGN said, “WROGN ZERO is a capsule collection that offers stylish yet functional fashion supporting every customer to be a trendsetter in their own right. The collection offers a wide range of products inspired by Virat Kohli’s edgy persona while motivating customers to upgrade their wardrobe, with the light-weight clothing and footwear from the WROGN ZERO collection. Launching on India’s leading e-commerce platform, Flipkart will not only allow us to reach our target group but also help in motivating the youth of today to make affordable and comfortable style choices.”
Around 40 percent of new customers explore Flipkart through fashion today and customers aged between 25-35 contribute to the highest demand observed in fashion segments on Flipkart, with top choices including t-shirts, shirts, jeans, and shoes.