In a fashion industry crowded with discounts, seasonal trends, and influencer-led hype, one emerging Indian trousers brand is quietly building a competitive moat around something far less glamorous—but infinitely more powerful: fit.
For decades, men shopping for trousers in India have faced a familiar problem. Waist sizes rarely match thigh proportions, ready-made cuts ignore body diversity, and alterations become an unavoidable afterthought. While brands competed on fabric quality, price points, or brand endorsements, few truly tackled the structural issue—most trousers simply don’t fit well.
This startup decided to change that.
Moving Beyond “Small, Medium, Large”
The Indian menswear m
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