Abhishek Teri and Kartik Anand were at a cozy coffee shop dreaming up a brand when Underrated Club was born. Earlier this month, their Pune-based brand entered the market with the promise of marrying fashion for young people with sustainable sourcing. The name comes from the founders’ belief that “Gen Z is always underrated”.
“Even at home, parents think that this person will not be able to do this when they are good at that stuff,” says Teri. Underrated Club is looking to make a splash in the segment of streetwear-meets-luxury fashion, with an inaugural collection featuring shirts, T-shirts, denims and cargos, that range from Rs 750 for a regular tee and Rs 2,649 for blue jeans. Advertisement The products are designed and manufactured in-house at Underrated Club.
(Express Photo) “Today, if a college student wants to go to a party, they won’t be going into total party wear. They are conscious about how they look and this is where luxury in streetwear looks comes in,” says Teri. The slogans on the tees reflect the contemporary lingo on campuses as well as memes, among other trends.
Their first customers will come from the hundreds of educational institutes of Pune that buzz with young people. According to a 2023 report, the Indian fashion market is estimated to reach $115-125 billion by 2025, with sustainability being one of the draws for many people. Underrated Club is looking to make a splash in the segment of streetwear-meets-luxury fashion, with an inaugura.
