Imagine Subway-style fashion where you can choose and pick elements for your clothing and you get Roar and Growl, a new online store where users can customise their shirts, trousers and get the desired fit.
The brainchild of menswear designer Rajvi Mohan, Roar and Growl lets users pick their own combination of fabrics, cuffs, collars and even buttons. Talking about the story behind the conception of the idea, Rajvi tells us, “The idea germinated over a few drinks with friends. It was something new and different. It was a challenge for me — both in respect to design and as a businesswoman. It’s a new business process with its own set of nuances and finer points.”
Internationally, there are a lot of portals that offer combinations and permutations of custom clothing, but it is one of the firsts in the domestic market. “We have a comprehensive 3D visual engine to help customise all aspects of a shirt from the cuff, collar to the elbow patch and monogram,” informs Rajvi.
The site that went live around two months back has registered a good response from young men. Rajvi says that confident men are open to experimenting, to showing and reflecting their personality in what they wear. And she has full faith in the market and is patient enough to see it grow even if it grows inch by inch.
“Indian men will find their individual style. I think that subtle shift in thinking that ‘it’s okay to be a man and be interested in the way you look’ has already started to come about. The Indian menswear industry will take time to reach the stage of those international markets. But the change is around the corner,” sums up Rajvi.