The Sucess Story of Men Clothing Brand - Mufti Jeans

1. OUR JOURNEY THE LITTLE GUYS WHO COULD The 90s were a period where India was going through a transition in fashion and we saw an opportunity to create a casualwear brand. It all began with a small personal loan and a bike. For the 1st few years, Kamal Khushlani’s dining table was the design studio and the warehouse was under the dining table! We were always clear that if we made the kind of clothes that everyone else made, no apparel store would stock us.After all, we weren’t from the big business houses. So why would they. We could only get in if we made the ‘different’. If we were distinctive from the rest. And boy, were we distinctive! We were the folks who introduced cutting edge fashion for men in India. We took fabric from women’s, inspiration from the 60’s and made clothes for men. We made short shirts way before untucking became cool. We used colors that pushed the edge but were not frivolous. We did the bold by introducing club wear and street wear which were hitherto unknown. We were one of the first to make an entire range of jeans in stretch (for men), that was later adopted by the world. We were the first ones to introduce turn-up sleeves. We made joggers from denim. We continuously put out new designs and did not repeat any. We were unknown mavericks from Chandivali in Mumbai who had the chutzpah to take on the big boys. Soon we became the edgy casualwear brand picked up by celebrity stylists. And in a short while, celebrities started sporting our lines. Over the last few years, we have grown in size and so has our tribe. But our spirit has not changed. We never play in the safe zone. We will never stop being bold. We will always be optimistic and vibrant. We will always strive for the ‘David’ mindset. We will always strive to make our inspirational canvas richer through experiences of culture, travel, people and places. This is who we are and will always be.

2. Brand History Mufti was launched in 1998 with one driving ambition, to provide an alternative dressing solution, that didn’t conform to the ‘uniform’ codes of mainstream fashion. Mr. Kamal Khushlani started manufacturing shirts and fell in love with fabrics and colors, he became an expert in conceiving beautiful products conveying both international codes and Indian spirit. Soon all Bollywood stars were seen sporting Mufti. The millennium saw the launch of stretch jeans by Mufti, a unique product with a perfect fit, which was later adopted by the world.

3. Brand Philosophy The core belief of the brand is innovation and originality thereby giving its customers a product that is ‘different’. Fashion Offerings Founded in 1998 as a menswear brand, “Mufti” focused on providing progressive fashion to its customers. Since its inception, Mufti has evolved as a brand that offered casualwear strongest in the shirt and denim categories; to one that now offers a range of T-shirts, shorts, joggers, outerwear, blazers and some accessories also.

4. “Mufti” – its origin Derived from Colonial India’s armed forces, ‘mufti’ is a term used for casual dressing, as opposed to wearing a uniform. Keeping the brand’s casual wear in focus, this saw the genesis of the first tagline; “Mufti – anything else is uniform.” With the growth of the brand and market over the years, the tagline was reinvented; “Mufti – alternative clothing.” The Company Marketed and distributed by Credo Brands Marketing Pvt. Ltd., Mufti was the brainchild of Mr. Kamal Khushlani, founder and CEO of the company. With an experience of over 20 years, Mr. Khushlani built the company from the ground up. His vision and aim for the company has always been to build the first global fashion brand with Indian roots.

5. Brand Presence Currently, the brand is available in 90 LFS (Large Format Stores), 1200 MBO (Multi Brand Outlets) and 300 EBO (Exclusive Brand Outlets) pan India.