Hyderabad, 19th January 2020. ‘The Humbl Co.’, a menswear brand launched last year by actor Mahesh Babu, announces its launch on Myntra yesterday. A curated assortment of the brand’s creations that include Mahesh’s movie inspired collection, comprising, sweatshirts, hoodies, shirts, T-shirts and bottom wear will now be available on Myntra.
‘The Humbl Co.’ brand has witnessed a strong uptake since inception, owing to its style, inspired by Mahesh Babu himself, who is one of the most popular actors in the south, with an enormous fan-following across states.
The brand’s association with Myntra is set to enhance its reach further, especially in tier 2 and 3 cities and towns across the country, where Myntra has a strong presence.
True to Mahesh Babu’s personality, the casual wear brand features easy-to-wear styles for men of all ages; it hits the sweet spot of classic favourites of casual shirts, caps, denim, jackets, chinos and essential T-shirts, with over 200 styles that start at pocket-friendly prices of Rs.599 onwards.
Present at the launch were, Tollywood Star, Mahesh Babu, Sushruthi Krishna, Brand Head, ‘The Humbl Co.’ and Amar Nagaram, Head, Myntra Jabong.
Speaking of his brand, Actor Mahesh Babu said,
“The Humbl Co.’s clothing collection is an expression of my personal style and way of life. The values of simplicity & humility that I believe in, forms the core of the brand’s mission statement. Through ‘The Humbl Co.’, I want to cement my relationship with my fans by inspiring them to live real and stay humble. The association with Myntra is an important step in the brand’s short but exciting journey so far and paves the way for addressing a pan-India audience. The brands journey in the six months has been memorable, the brand philosophy is very very simple, live real, stay humble and make Humble a household name. Today I am very happy that Myntra is on board and are getting associated with them, because they cater to a much larger audience across India and are extremely delighted with the association. The brand philosophy of Humble, live real and stay humble is my style statement. In the last six months it’s been an amazing journey for the brand, now we are excited with this association with Myntra. This association with Myntra just happened and it’s something big for us. Right now for us, Humble is very special, we are just sticking to it, nothing else. I am blessed, my wife does all my shopping, my choices are very simple, so it’s easy. I am someone who can go to an awards function in a checks shirt, that’s me and that’s my brand philosophy too, my favourite colour is blue. Regarding buying for his daughter, he said with a generation like this I don’t need to do anything, they do it themselves. Right now I am taking two months break, may announce a new project after that.”
Sushruthi Krishna, Brand Head, The Humbl Co, said,
“The Humbl Co.’, an age-inclusive and affordable menswear brand, is a raging hit in the market. What makes our association with Mahesh Babu interesting is that the close-knit synergy that led to the creation of the brand. Right from the branding to the micro-level, we relied deeply on Mahesh’s personality to build a product that’s truly reflective of his star-power and his down-to-earth off-screen personality. As the exclusive clothing partner of his latest blockbuster movie, ‘Sarileru Neekevvaru’, we worked closely with Mahesh to create unique looks for the film. This collection is also now available with ‘The Humbl Co.’ for shoppers. I’m looking forward to the exciting direction that ‘The Humbl Co.’ will take with Myntra. For now we are focussing on men’s brand, at a later point we may think of women and kids brands. We have also recently launched the brand in the offline format in Hyderabad at AMB Cinemas, Sharath City Capital Mall and we are seeing some great traction there as well. We might enter some multi-retails outlets and some standalone stores, probably six months to one year down the line. But for now Myntra is the most important channel we are looking at, with they being very curated and bring a large audience.”
Amar Nagaram, Head, Myntra Jabong, said,
“Fashion in India is heavily influenced by the films and superstars who command a massive fan-following. Celebrity led brands have been extremely successful on the Myntra platform, especially in tier 2 and 3 cities and towns that are emerging as important markets for domestic and international fashion brands. We are extremely delighted to on- board ‘The Humbl Co.’ and deliver the brand to Mahesh Babu’s loyal fans, while also introducing it to the largest base of fashion shoppers in the country. While Mahesh’s latest movie has been a blockbuster, this association is going to be another blockbuster in the making. Myntra is the largest portal, it’s not like any other market place where anybody can sell anything, we curate what comes on to the platform. Today there is only one premium fashion destination, that’s Myntra. We have 3000 brands, most are international brands and some leading Indian brands. When we came across Humble, it was such a perfect fit for us and also for the platform for the kind of consumers we cater to. It was just a match waiting to happen and you can now see one more blockbuster. In the last 18 months we have seen lot of traction coming from tier 2 & 3 cities, especially in the South. Men’s category has been the fastest growing and have started introducing middle India friendly features called Bharat, we have options like try and buy, alteration at the door step, no questions asked returns etc. It’s very important when stars like Mahesh Babu are putting their heart and soul into a brand like this, it makes more sense to also bring that to the tier 2 and 3 population. His style definitely appeals beyond the Telugu and South states and that’s why we are taking it to entire Bharat and look forward to see how this brand is going to go forward.”
About Myntra and Jabong:
Myntra and Jabong are India’s leading platforms for fashion brands and pioneer in m-commerce play. An integral part of the Flipkart Group, Myntra and Jabong bring together technology and fashion.
About ‘The Humbl Co.’
‘The Humbl Co.’ is a brand built in partnership with Mr. Mahesh Babu, south Indian movie superstar. ‘The Humbl Co.’ is a menswear brand.
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