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YSTV
Office wear for women has changed over years. From emulating men’s formals (shirts, trousers and suits) in monotonous colour palettes of black, blue and grey, to finding one's individuality in workwear, office wear has evolved. Straight jacketed solids and simple cuts are now perceived as boring by Gen X and Y. The covid pandemic has further led to casualization of office wear. IREA Life began as an experiment when IREA approached global fashion designers from across the world to design office wear for women. The brief given? Make designs that are fun and interesting with unique styles or silhouettes. The output formed the cradle for launch of IREA Life. IREA styles are designed in the fashion capitals of the world viz. New York, Milan, Paris, Tel Aviv, Moscow & Mumbai. And yet manufactured locally. IREA is a proudly ‘Made in India’ brand. IREA is pulling smart casuals & formals out from its old boundaries of ‘boring’ and thrusting it into the next decade, for the woman of tomorrow.
Legal Name
:
IREA Lifestyle Private Limited
Headquarters
:
Mumbai, Maharashtra , India
Business Model
:
Founding Date
:
2022
No. of Employees
:
<10
Core Team
:
1.
Devi Shankar
Co-Founder
2.
Aparna Warrier
Co-Founder
2022
Dec | Company Incorporation
The company was operating as an LLP prior to company incorporation during which period the product was being sampled and developed. On 13th Dec 2022, the business plan was formalized and the company was incorporated
2023
Apr | Product Launch
We officially launched our website on 22nd April 2023 with 100 SKUs. Currently we have more than 200 SKUs on the website and new product development is ongoing with full momentum.
2024
Jan | Awards
Awarded Rising Star in Fashion by Startup Reporter
B2C
Urban women from Tier 1, 2, or 3 cities, actively employed or focused on lifestyle shopping, having diverse tastes, aspirations, and purchasing power and following contemporary consumer trends.
User Age
:
18 to 25,
26 to 34
User Income
:
Upper-middle Income
Location
:
Frequently Asked Questions
