New Delhi: Aditya Birla Fashion and Retail Ltd. (ABFRL) today unveiled OWND!, a bold new fashion brand created for India’s Gen Z and youthful, trend-conscious consumers. The launch introduces a fresh brand identity, contemporary store layouts, and trend-driven products tailored for the vibrant lifestyle of young India.
OWND! is rooted in youth culture, with a mission to spark conversations and empower young consumers to “own every moment” with confidence and charisma. The brand aims to resonate with fashion-conscious, value-driven Gen Z consumers while redefining the fashion retail experience.
Speaking about the launch, Sangeeta Tanwani, Chief Executive Officer, Pantaloons and OWND!, said, “The momentum with which the young consumer is reshaping the fashion landscape and its influential role in defining cultural trends is undeniable. Inspired by sharp insights into this segment, our strategy is a bold move, designed to forge a deep connection and a true sense of brand love. This new chapter, anchored in a vibrant brand name, a distinct identity, and a robust business model, will be a strong catalyst for our next wave of exponential growth.”
With OWND!, ABFRL plans to accelerate its play in the value fashion category by converting existing StyleUp stores into OWND! outlets and expanding its footprint to 100 stores by the end of the financial year.
