Streetwear brand Breakbounce looks to spread retail footprint

India’s first streetwear brand, Breakbounce, has been bringing latest fashion and style statements from across the world for the young in India. Since 2012, it has grown and spread big. Says Shankar Dhanrajani, COO, “We are planning to launch our own e-commerce venture this year. Furthermore, we have plans to expand retail presence and footprint internationally as well.” Out with its Autumn/Winter 2016 collection, the brand is looking at touching Rs 60 crores this fiscal.

Breakbounce’s product range includes T-shirts, shirts, jackets, hoodies, sweatshirts, chinos, denims, shorts, belts, headgear, wallets, bags and footwear. Breakbounce seeks to balance high-end product finishing and affordable prices to cater to quality and brand conscious young buyers. These products are positioned as fair price that places it at par with, if not beyond, other global fashion leaders who retail on the same Indian platforms. The majority of Breakbounce’s customers are in the 18 to 35 age bracket. However, the core customer group is within the age group 22 and 28. The target group is primarily from urban metro.

Futuristic fantasy drives the new collection

The brand’s inspirations and design philosophy are driven by international design forecasts and as such it is able to deliver a clear streetwear range through products that distinctly allow it to create a niche as a streetwear brand. The upcoming Autumn/Winter 2016 collection has a range that heightens the mundane by premastering the old. “Casual opulence inspired by work wear is fused with futuristic fantasy this season. The garments are inspired by the creative folk and have a playful look to them, bringing an alternative twist to the mundane. The colour palette looks at old master paintings full of fiery richness with deep reds, smoked rosin fused with coral orange to breathe newness. The range also sees woody timber tones, indigos, khaki greens and stormy greys. Warm rustic tones and textures are seen with weathered and rustic surface treatments. Textured fabric in pigment dye and washes are a core part of the range,” explains Dhanrajani.

Stores paint a beautiful story

Through its stores, -- the brand plans to launch its flagship outlet in Bangalore soon – Breakbounce would like to provide customers an experiential zone. The company hopes to bring streetwear in all forms of visual, creative and experiential concepts. Its store in Vadodara is a fusion of opposites. On the one hand, it is grungy and almost unfinished in its choice of materials while on the other hand, it is stylish and refined in design of those same materials.

For a brand that only started testing market in 2012 in collaboration with Myntra, Breakbounce has definitely come a long way. It has created a nationwide market penetration across 140 plus doors. Since 2013, it has been retailing through large format retail chains such as Lifestyle, Splash Fashion, Central and through e-commerce platforms like Myntra, Flipkart, Jabong, Abof and Koovs.