India’s Gen Z fashion market has emerged as one of the fastest-accelerating segments in the country’s apparel landscape. The market is valued at $45–50 billion for 2025 and powered by nearly 380 million young consumers. This cohort is driving a decisive shift toward value-led fashion, athleisure, streetwear, and brands that embody digital-first, inclusive, and ethical principles.
With this audience rapidly adopting e-commerce and social commerce, a wave of next-gen brands has entered the space, each innovating with its own playbook to meet the demand for bold, affordable, fast-moving styles.
Market Dynamics & Trends
- India’s Gen Z population stands at ~380 million, emerging as the country’s most influential fashion consumer base.
- Their spending on fashion is expected to exceed $30 billion by 2025.
- D2C and phygital-led models dominate discovery and purchase behaviour, blending online depth with offline experience centers.
- Inclusivity, body positivity, and unisex options have evolved from ‘trend’ to baseline expectation.
- Plus-size Gen Z fashion is an emerging high-opportunity category.
We bring you a list of the most prominent Gen Z-focused fashion brands reshaping India’s retail ecosystem…
OWND! by ABFRL
Launched in 2025 by Aditya Birla Fashion & Retail Ltd., OWND! is a value-driven Gen Z brand built on bold design, rapid trend cycles, and accessible pricing, with most products under ₹1,200. The refreshed identity and youthful store environments are tailored to India’s fast-fashion shoppers.
ABFRL is transitioning all StyleUp stores into the OWND! format and aims to open 100 standalone stores by year-end, with a long-term roadmap of 400+ outlets in five years. OWND! leans heavily on digital-native engagement, influencer-led storytelling, and a quick-turnaround supply chain—built for Gen Z’s appetite for frequent, affordable wardrobe updates.
NEWME
Founded in 2022, NEWME targets Gen Z women with an ultra-fast fashion model, dropping 500+ new styles weekly inspired by global runway and streetwear cues. The brand operates 15+ stores across metros including Bengaluru, Delhi-NCR, Mumbai, Pune, Hyderabad, Indore, and Chandigarh, supported by a strong e-commerce ecosystem.
With 7 million users and Rs 180 crore in revenue in just three years, NEWME recently raised $25 million from Accel Partners and Fireside Ventures. Its 90-minute delivery in Delhi and a growing offline contribution (23% of sales) underline its strong omnichannel momentum. The company plans to aggressively scale stores, expand categories, and triple revenues in the near term.
Yousta by Reliance Retail
Launched in 2023, Yousta speaks directly to Indian Gen Z through trend-led, theme-driven collections priced entirely under Rs 999. Backed by Reliance Retail’s vast Trends network and a robust omnichannel backbone, Yousta combines rapid-refresh assortments with app-enabled shopping journeys.
Its positioning—high-frequency, high-value fashion—has helped Yousta quickly build relevance among young, price-conscious consumers.
Snitch
Founded in 2020, Snitch is a digital-first menswear brand known for its rapid-fashion model, with weekly trend drops priced between Rs 500 – Rs 2500. Strong cultural relevance, built through aggressive influencer marketing and sharp social media storytelling, has powered its rise.
Currently operating over 80 stores, the brand is aggressively expanding its offline presence offering curated experience centers that reinforce its premium-fabric narrative and inclusive fits. Snitch’s fast adoption of global trends and bold aesthetics makes it a favourite among young, trend-driven male shoppers. Snitch also recently moved into the quick commerce space with the launch of its 60-minute apparel delivery service.
Myntra FWD
Myntra’s FWD vertical is built specifically for Gen Z, offering ultra-trendy, fast-moving fashion around the Rs 500 price point. A purely digital-first play, FWD reaches 16 million Gen Z users, accounting for nearly a third of Myntra’s e-lifestyle shopper base.
The vertical thrives on rapid drops, viral-trend curation, and heavy creator collaborations – positioning it as one of India’s highest-engagement digital fashion destinations.
Burnt Toast (Tata)
Founded in 2025, Burnt Toast, a youth-centric fashion label under Trent Ltd. (parent of Zudio and Westside), is positioned as a trend-forward brand designed for Gen Z shoppers. It debuted with a 2,500 sq. ft. store in Bengaluru and has since expanded to cities such as Surat, Pune, and Thane, following a phased rollout focused on high-density youth catchments. The brand offers bold, expressive, and affordable apparel and accessories, with stores designed to be highly visual and ‘Instagrammable,’ reinforcing its appeal to young, style-driven consumers.
Littlebox
Founded in 2022 by Rimjim Deka and Partha Kakati, Littlebox is a fast-growing Gen Z-focused women’s brand known for minimalist, trend-led silhouettes at sharp prices. Dropping 100 new styles weekly, it runs on a 25-day inventory cycle powered by its demand-forecasting algorithm, minimising waste and dead stock.
In 2025, Littlebox raised Rs 17.5 crore from Huddle Ventures and Prath Ventures to bolster supply chain, UI/UX, category expansion, and marketing.
Bonkers Corner
Bonkers Corner, founded in 2020, is a homegrown streetwear label catering to Gen Z and younger millennials. The brand offers gender-fluid fits, oversized silhouettes, and licensed collections (e.g., Marvel, Disney, Hello Kitty). Its average price points are accessible (tees ~Rs 999+, jackets up to a few thousand).
Launched as an online-first D2C label, the brand has established a robust omni-channel presence. Retail-wise, Bonkers Corner has aggressively expanded, currently operating over 19 exclusive brand outlets (EBOs) in various major cities, including Pune, Mumbai, Bangalore, and Hyderabad. The newest Mohali (Punjab) and Faridabad stores marked its entry into Northern India. The physical stores often feature minimalist, industrial interiors that spotlight the brand’s bold graphics and lifestyle ethos.
Highlander & Tokyo Talkies
Under Brand Studio Lifestyle, Highlander (menswear) and Tokyo Talkies (womenswear) dominate value-led westernwear with a sharp digital-first strategy, fast trend drops, and aggressive discounting – all highly aligned with Gen Z tastes.
While their early scale came from marketplaces, the brands are now expanding offline with 40+ exclusive stores, targeting 75 stores by March 2026 as part of a broader omnichannel push.
