Cricketer KL Rahul to launch streetwear brand ‘Gully’

Reigning star of King’s XI Punjab KL Rahul is set to launch a streetwear brand called Gully in partnership with Zeko Online. The owners of the brand, who want to adopt an omni-channel strategy, are working on innovative retail formats for its offline launch. They hope to make it a Rs 100 crore brand over the next five years.

The streetwear and ‘athleisure’ brand is targeted at consumers aged 18-25 years and will be launched with a range of T-shirts, joggers and shorts initially. The company will look at retailing the brand through pop-up experience stores at bars, cafés and restaurants. The plan is also to look at hosting gaming and music events including meet-and-greet events in a bid to give consumers an opportunity to touch and feel the brand.