Prateek Kayan, the Founder of BrownBoy, was earlier working in a bank in New York. He had a problem. He would often doze off at his desk, that is, when he was not looking out of his 43rd floor window, waiting for the day to get over so he could go running at Central Park. “Once at a board meeting, I was sitting next to the VP and I started to snore. Luckily they didn’t fire me. But that’s when I realized I am not doing justice to myself or the bank,” says Prateek.
Prateek decided to pursue his passion, and became an entrepreneur. A year-and-a-half ago, he started BrownBoy, which brings a new and exciting approach to menswear in India. “Our premise is simple — inspired by high-street fashion and contemporary clothing, we are exactly what was missing in your wardrobe: style and quality,” adds Prateek about his startup.
It’s funny how Prateek came up with the name Brown Boy. Actually Brown and Boy were part of two different names he had scribbled on his notebook and fate brought them together.
From its origin, BrownBoy instantaneously distinguishes itself from its directional and modern design. The brand aspires to create innately wearable clothing that innovatively melds classic tailoring with edgy yet understated high street aesthetics.
Stress on exclusivity not on over-production
“Everything is designed and made in-house at our studio. The fashion industry is plagued with sweatshops and we are committed to fight against that. Moreover, most of our products are made from GOTS certified organic materials. Our fabrics are sourced from the best mills in India and abroad,” points out Prateek.
The online exclusive label believes in exclusivity; nothing is overproduced. Instead of overwhelming the customer with limitless choice, it focuses on offering its members tightly edited collections of key pieces that people can build a wardrobe around.
“Rather than having a vast collection full of crap, I believe in a curated experience. You can build a look around any of our products, whether it is for a casual daywear or party wear. For example, the Elvis Tee can be teamed up with a jacket for a Sunday brunch, or it can rock your Saturday night when you go clubbing. Additionally, every other week a couple of new products are launched,” says Prateek.
The startup launched with its Spring Summer 2014, and soon its Autumn Winter 2014 line will be available. “This is a very international way of developing a brand and I see Brown Boy as a global brand,” adds Prateek.
The entire platform is built by an in-house team. In fact, to keep the aesthetics intact, Prateek designed the website himself.
With hardly any marketing budget, the company surpasses its initial projections with an average order size of Rs.2000. Famous bloggers have sported key pieces from its collection. Political commentator and social activist Suhel Seth loved the label’s bow-ties. “The feedback has been amazing,” says Prateek.
The startup is taking things step by step. Just like it introduced bow-ties, the label has some awesome things lined up. “At this stage our scaling up is reaching out to people and strengthening our customer base. This also includes bringing in talented and passionate people on board,” reveals Prateek.
The company aims to reach relevant audiences and make online shopping more popular and worthwhile for the customers.