Fast fashion player Cover Story Clothing, a part of Reliance Retail Ventures, has launched a women’s ultra-fast Gen Z fashion brand, Foundry. The new offering will be available exclusively on the group’s fashion portal Ajio.com.
The D2C fashion and accessories brand Foundry will offer fresh and affordable fashion, with the promise of distinctive, bold and stylish offerings targeting young and trendy shoppers.
Cover Story Clothing launched what is billed as India’s first homegrown fast fashion brand Cover Story in 2016 and a lifestyle brand for modern Indian women, Ancestry, in 2018.
Foundry has been launched with 1,500 styles, with plans to scale it up to over 6,000 styles by next year. Fifty new styles will be launched daily, informed an official statement.
Manjula Tiwari, MD and CEO, Cover Story Clothing, said, “Our focus on being first on trend allows us to remain at the forefront of the fashion landscape. To satisfy the changing needs of our customers, we are dedicated to consistently extending the scope of our offerings. As India’s most preferred shopping destination for Gen Z fashion shoppers, Ajio was our go-to launchpad for Foundry.”
Vineeth Nair, CEO, AJIO, said, “Over time, affordable fast fashion has been gaining momentum, especially among young shoppers with high style quotient. We’re excited to launch Foundry exclusively on Ajio and help bring to the customers affordable fashion that is trend-first and appeals to the young shoppers.”
Foundry’s collection includes top wear, dresses, bottom wear, co-ord sets and outerwear. Accessories include jewellery, caps and hats, bags, phone cases, hair accessories, scarves, and socks.
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