Abhinav Kumar, CEO The Brand Concepts, discusses bringing Off-White to India, the rise of luxury streetwear, the importance of cultural relevance over celebrity endorsements, and the company’s expansion plans
India’s luxury fashion landscape is evolving rapidly, driven by a young consumer base, rising disposable incomes and growing exposure to global trends. Brand Concepts recently brought luxury streetwear label Off-White to India, betting on the country’s appetite for culture-led premium fashion. In an interaction with BW Retail, Abhinav Kumar spoke about the rationale behind the launch, pricing strategy, cultural integration and expansion plans for the brand.
What made this the right time to bring Off-White to India?
India is at a very interesting stage in its fashion evolution. We have one of the youngest populations globally, and over the last few years we’ve seen a significant rise in sneaker culture and streetwear adoption. Consumers are far more informed today and are actively seeking brands that sit at the intersection of luxury and contemporary culture.
Off-White occupies a unique position in that space. It successfully blends luxury with streetwear in a way very few brands can. We felt the market had matured enough to appreciate this proposition, making it the right time to introduce the brand in India.
How does Off-White fit into Brand Concepts’ broader strategy?
Our ambition is not to become another mainstream apparel company. The mainstream fashion market is already well served by large players such as Reliance, Tata, Arvind and Madura.
At Brand Concepts, we are focused on building a lifestyle and fashion platform centred around differentiated, design-led brands. Off-White aligns perfectly with that vision because it is a niche luxury brand with strong cultural relevance. It is not simply a logo-driven business; it has always been deeply connected to music, art and creative expression.
The launch generated significant attention. What was the thinking behind the activation?
We wanted the launch to reflect the DNA of Off-White rather than follow a traditional celebrity-led format. The brand has always been rooted in culture, so we focused on creating an immersive experience around music, art and creativity.
The launch featured artist Divine and included a full mall takeover with projections, customised installations and branded traffic barricades. The objective was to create a conversation around the brand while staying authentic to its experimental and unconventional identity.
How important is marketing in building a luxury streetwear brand in India?
Marketing can create awareness, but ultimately the product and experience have to deliver on the promise. Our approach has been centred around the idea of “if you know it, you know it”. Off-White already has a strong following in India, and we saw that immediately after announcing the launch. There was significant inbound interest from consumers who were already familiar with the brand and had been purchasing it abroad.
The goal is not to manufacture hype but to build a long-term relationship with a community that genuinely understands and appreciates the brand.
Pricing is often a challenge for luxury brands in India. How have you approached it?
One of the commitments we made from the outset was to align our pricing with international markets. We benchmark our pricing against Milan, where Off-White is headquartered, and ensure Indian consumers are not disadvantaged because of import duties or local mark-ups. In many cases, customers will pay the same or even less than they would in markets such as Dubai.
We believe this is critical because today’s luxury consumer is globally aware and expects pricing transparency.
Are there plans to localise products for the Indian market?
At present, there are no plans to manufacture Off-White products in India. We want to maintain consistency with the global collection and ensure customers have access to the same products available internationally.
However, localisation for us is not about changing the product. It is about becoming part of the local cultural ecosystem. We are keen to collaborate with Indian artists, musicians and creative communities that share the values and spirit of the brand.
What does the future roadmap look like for Off-White in India?
We are committed to expanding our retail footprint. We expect to open a second store in Delhi and a store in Kolkata by the festive season, around Durga Puja and Diwali.
Mumbai is next on the roadmap, with a store planned during the first quarter of the following year. This will give us a presence across four major cities and help establish a stronger national footprint.
Beyond Off-White, what opportunities do you see in India’s premium fashion market?
We see significant opportunities in categories that remain relatively underpenetrated. Brand Concepts currently manages six international brands, and our focus is on scaling these businesses while identifying white spaces within the market.
Women’s fashion remains an area of interest, as do lifestyle accessories and emerging premium categories. We are also excited about Off-White’s future diffusion line, which we expect to introduce in India once it becomes available globally.
The Indian consumer is becoming increasingly sophisticated, and we believe there is substantial room for niche, design-led brands that offer authenticity, cultural relevance and a distinct point of view.
