There are celebrity brands; which come a dime a dozen in Bollywood, and then there's Aryan Khan's brand. The star kid of Shah Rukh Khan and Gauri Khan announced his luxury streetwear venture D'YAVOL X, which calls itself "a wolf among sheep" and "a brand for those who are authentic, untamed and defiant." Okay then. Aryan's luxury streetwear brand operates on a limited release capsule model which launches with short bursts of products every couple of months on their webstore. The eldest of the Khan kids roped in his famous dad Shah Rukh Khan for the first product launch, which sold out within a single day.
(Also Read: This 'Khan'-Dan's Love For Coordinated Denim Runs In Their Jeans, Sorry, Genes)
On April 30, 2023, the brand launched the Signature X jacket, a black jacket with subtle details, a sleek hoodie, and D'YAVOL X's iconic red hand-painted X on the elbow. The most statement-making feature of the jacket however, was the fact that it was hand-signed by none other than Shah Rukh Khan himself. Only 30 units of the jacket were available of the ultra-limited-edition jacket across the world so it was no surprise that within 24 hours, it was sold out. To note, the jacket was priced at Rs 2,00,555.
Having sold out, despite a knee-shakingly expensive price like that, translates to how the Signature X jacket isn't just a garment of clothing but a collector's item for Bollywood superfans of the star, who can afford it. We aren't sure about D'YAVOL X but that's the true blue power of Shah Rukh Khan, for sure.
(Also Read: Aryan Khan Launches Luxury Streetwear Brand, D'Yavol, Shah Rukh Khan Becomes Proud Brand Ambassador)
