Hyderabad has become the first home for celebrity fashion brand, Wrogn (pronounced as wrong). Founded by Anjana Reddy and co-founded by cricketing great, Virat Kohli, the brand launched its first standalone at the Forum Sujana Mall in Kukatpally. Under the banner of Universal Sportsbiz Pvt Ltd. (USPL), Wrogn also has equity participation by legendary cricketer Sachin Tendulkar. Choosing the city of Nizams as the brands first home, Anjana Reddy says, “Hyderabad has been consistently ranked in the top three cities in terms of sale for us since we have launched both at Shoppers Stop as well as in Myntra. Hyderabad customers are very conscious buyers when it comes to fashion and style and this is what our brand is all about.”
Spread over 1,200 sq.ft. the store works on an upside-down concept, the outlet defines the rebellious theme of the brand. “Wrogn is known for challenging the normal lifestyle. For instance, every shirt would have their pockets on the left, but our garments would have it on the right. Similarly the jeans would have coin pockets on the left instead of right,” said Abhijeet Choudhury, Sales Manager, South. “People will now have more choices of Wrogn unlike before as we had limited space in Shoppers Stop,” he added.
The brand which was launched in 2014 in the brick and mortar format has more than 250 designs at display in the store. Shruti, Design Chief, Wrogn says, “Virat Kohli is a classic player and loves challenges. We wanted to challenge the daily norms of clothing and make it look effortless for our customers.. Hence, Wrogn is known for breaking the stereotypes. Even though it looks simple and stylish, there is a lot of thought process that goes in behind one product. Virat is also known for his character and we have tried to bring that into our designs.”
The trial room is designed as a fire exit hall with ladders on the wall. The outlet has collection only for men and teenage boys. Adding to its theme being ‘wrong,’ the branding is unusually printed on the back of the shirts and t-shirts.
Speaking about what gives Wrogn the edge over other fashion brands, Anjana Reddy says, “The biggest draw is the product and the quirk which is in the detailing of every aspect of the product. It’s a sophisticated brand for the youth at a competitive price.”
The store has been fit with inverted car chassis. On the other hand, the ceiling is painted in such a way that it looks like a highway. The trial room is also something that is unique to Wrogn. It is designed as a fire exit hall with ladders on the wall. The outlet has collection only for men and teenage boys. Adding to its theme being ‘wrong,’ the branding is unusually printed on the back of the shirts and t-shirts.
The outlet keeps its youthful customers entertained with a special Wrogn Anthem. The collection displayed has shirts, t-shirts, jeans, denims, jackets and pants for men and boys. “Some people don’t like too much of brightness when it comes to clothes. Hence, we have focused on more sober colours,” says Abhijeet.
Promising a huge surprise for their Hyderabadi customers, Nishant Podar, Head of Marketing & Sales, Business Development, USPL, said, “The city will soon get a royal treat from Virat Kohli. It is just because of security reasons that we cannot disclose the dates this soon. Expect him soon in the city.”
The outlet has more than 1,500 products on display and soon will have a separate section for shoes. Price range: `799 – `3,000. Details: 30534092
— Nishad Neelamabaran