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New Brand Alert: DCYPHR blends street style & athleisure

Every great idea begins with a spark—often a simple conversation that evolves into something extraordinary. For Aasheesh Mediratta, it all started with a fundamental thought: “Fashion isn’t just about clothes; it’s about expression, identity, and confidence.”

One day, as Aasheesh Mediratta and Rishab Soni, MD and Chairman of SSIPL Group, sat down and exchanged ideas, the conversation quickly delved deeper into something more meaningful. They shared a vision to create something that truly mattered, a brand in athleisure space – a category they both were passionate about. With that shared purpose, Aasheesh decided to channel their combined strengths and experiences into a venture that felt both authentic and meaningful. The idea was simple yet powerful: to build something they believed in, rooted in their expertise and vision. Rishab’s steadfast support, paired with Aasheesh’s innovative ideas, gave birth to a concept that was more than just a business—it became a dream they were determined to bring to life together.

Thus, DCYPHR was born—a brand fuelled by passion, shaped by collaboration, and driven by the belief that every great story starts with the courage to try.

A Pilot Launch & Overwhelming Success

Between July and September 2024, Aasheesh launched a capsule collection as a test to gauge customer interest and fine-tune the brand’s direction. The approach was intentional—starting with a curated selection of about 30 products, strategically placed in offline stores through a shop-in-shop format. The objective was to test the market and evaluate the collection’s potential.

The response, as Aasheesh recalls, exceeded the expectations. “We received an overwhelming response, even during a mixed quarter for retail. While sales surged in July and August due to festive momentum, the success in September—usually a quieter month—truly validated our vision. Those three months proved that when passion meets purpose, extraordinary results follow.”

Street Style Meets Activewear

DCYPHR was born from the belief that style should be inclusive, empowering individuals to feel confident, stylish, and unapologetically themselves, no matter where they come from. The name, DCYPHR, represents the art of decoding personal style and transforming it into a lifestyle rooted in authenticity and creativity.

The brand is redefining athleisure by blending street-inspired fashion with functional activewear. It’s designed for the modern fitness enthusiast—someone who moves seamlessly between the gym, casual outings, biking, mountaineering, or any adventure that defines their day. With a keen focus on versatility and durability, the brand has also partnered with Discovery to launch the exclusive Discovery X DCYPHR athleisure range, besides offering a versatile apparel line for both men and women under DCYPHR, blending cutting-edge design with everyday practicality.

“At DCYPHR, we believe fashion transcends functionality; it’s a powerful medium for self-expression and individuality,” says Aasheesh Mediratta, Co-founder & CEO. “The journey isn’t just about creating clothes or sneakers—it’s about challenging norms, breaking barriers, and celebrating individuality. With every product and design, DCYPHR is redefining what it means to truly belong in the world of athleisure fashion.”

Whether you’re running, working out, or simply embracing a relaxed, active lifestyle, DCYPHR’s designs ensure you’re dressed to move through life effortlessly.

Next-Gen Fabrics, Exceptional Comfort

DCYPHR takes pride in manufacturing its apparel entirely in India, harnessing the expertise and craftsmanship of renowned hubs such as Kolkata, Ludhiana, Noida, and the Delhi-NCR region. Specialising in knitwear and versatile fabrics like cotton spandex, cotton Lycra, and polyester blends, the brand delivers exceptional quality designed for both comfort and performance.

The core fabrics at DCYPHR are elevated with specialised finishes, including peach and ultra-soft textures, to offer a premium feel. In addition to these basics, the brand is pushing the boundaries of innovation with advanced fabric technologies, introducing features such as UV protection, moisture management, stain repellent, anti-microbial and antifriction properties. These state-of-the-art finishes are part of a long-term strategy, with proprietary fabrics set to debut in Spring-Summer 2025.

By combining locally sourced fabrics with cutting-edge technologies and fabric finishes, DCYPHR ensures each product meets the highest standards of functionality, style, and durability, setting a new benchmark in athleisure wear. The brand positions itself as a mid-premium brand, offering products priced between `1,500 and `5,000

“The positive reception to our pricing strategy is a promising sign for us,” says Mediratta.

Product Categories

The brand has introduced an apparel line for both men & women that includes a wide range of versatile pieces designed for both performance and style. The collection features T-shirts, hoodies, sweatshirts, jackets, joggers, cargos, trackpants, co-ord sets, and tracksuits—each crafted with the modern, active individual in mind.

Overcoming Challenges

DCYPHR’s journey is fuelled by a commitment to addressing gaps—or ‘white spaces’—in India’s athleisure market. While strategic research provided a solid foundation, the true insights came from directly engaging with customers and understanding their needs.

“One of the key challenges we face is competing in a landscape dominated by established global brands, particularly in the highly competitive athleisure market. Our strategy to overcome this involves delivering high-quality products and innovative designs at accessible prices, all while maintaining the integrity and positioning of the brand,” explains Mediratta.

  • Offline-First Approach: DCYPHR launched with an offline-first approach, prioritising the customer experience by allowing them to physically engage with the products, assess quality, and gauge value. This strategy was crucial in building trust and collecting genuine feedback. While the brand plans to expand online, it remains committed to a seamless omnichannel presence, ensuring integration between offline and online platforms without treating them as separate customer segments.
  • Geographical Focus: Another significant ‘white space’ DCYPHR is targeting is its geographical focus. Unlike many brands that are primarily Tier 1 and online driven, DCYPHR is making strides in Tier 2 markets through its offline channels. This strategy allows the brand to reach underserved segments while maintaining a competitive edge in retail.

“Our customer-first philosophy remains our guiding principle. Our focus on Tier 2 and Tier 3 cities isn’t to exclude Tier 1 customers, but to recognise the immense potential in these emerging markets. With 60-70% of future consumption expected to come from these areas, Tier 2 & Tier 3 cities are quickly becoming key contributors to retail growth,” says Mediratta.

Expanding Reach, Improving Accessibility

DCYPHR’s journey began with a strong launch in the SIS format in OctoberNovember, followed by the launch of its website (dcyphr.in) in December, marking a significant milestone in its digital presence. By the end of Q1 (JanuaryMarch), the brand will expand further by entering key e-commerce platforms and marketplaces, extending its reach to a broader online audience.

Looking ahead, DCYPHR’s expansion plans are set for rapid growth:

While DCYPHR’s current focus remains on apparel, the brand envisions expanding into accessories and footwear in the future, offering a more complete lifestyle experience for its growing community.

  • The brand currently has a presence in 30 MBOs and aims to increase this to 50 MBOs by H1 of 2025, with a goal of reaching presence in select 100 MBOs by H2 of 2026. •
  • Simultaneously, DCYPHR is focused on strengthening its e-commerce website (dcyphr.in) and marketplace presence, ensuring a seamless omnichannel experience for its customers.
  • In the next year and a half, the brand plans to open its first exclusive brand outlet (EBO), further strengthening its presence in both offline and online retail spaces and allowing customers to experience its products in a dedicated and immersive environment.

These efforts reflect DCYPHR’s commitment to creating a comprehensive and accessible retail experience for customers across multiple channels. “In the initial 10 stores, we tested the concept, and then quickly expanded to 30 stores. Launching our own e-commerce platform, along with our decision to be present in fashion marketplaces, shall provide a more comprehensive approach to reach our customers. If all goes as planned, within the next year and a half, we aim to open our own exclusive brand outlets (EBOs), creating a fully immersive, 360-degree brand experience,” says Mediratta.

Is DCYPHR self-funded?

I am currently supported by Rishab Soni, MD and Chairman of SSIPL Group, and Amitabh Taneja, CMD of IMAGES Group. Together, they have backed this project alongside my personal investment. The three of us are co-founders of this venture.

How many styles have been launched till now?

We have launched a total of 100 options so far, in men & women’s apparel category. In the coming months, we’re planning to add another 150 options, bringing the total to approximately 250 options by Spring Summer 25.

What do online ordering delivery timelines look like?

“Our internal turnaround time (TAT) is 18-24 hours. While we generally request a delivery window of five to seven days, depending on the city’s size and reach, our goal is to ensure the product reaches the customer within 2-3 days.

Any brand ambassador for DCYPHR?

We launched the brand in AW24 without relying on traditional PR, choosing instead to focus on refining and expanding our product lines. Our primary goal has been to establish a strong foundation through continuous improvement. As we grow, we plan to reveal strategic brand partnerships and alliances at the right moment. One such collaboration is with Discovery, where we’ve formed an exclusive partnership for athleisure wear. Together, we’ve unveiled a special collection that seamlessly combines the strengths and visions of both brands. At this stage, our most powerful advocates—our true brand ambassadors—are the dedicated sales team on the ground and the customers who engage with us directly. Their authentic experiences and unwavering support are the driving forces behind our brand’s success.

Who is your inspiration?

The brand is inspired by individuals who prioritise fitness, health, and wellness, blending the performance of activewear with the boldness of streetwear. At the core of this are Tier 2 and Tier 3 customers, who seek products that seamlessly combine style, comfort, and functionality.

My family, friends, and especially my children also shape this vision. My children represent the age group, embracing a lifestyle centred around authenticity, wellness, and self-expression. This inspires me to create a brand that fosters a community rooted in these values, offering products that empower individuals to live actively and confidently.

Is sustainability a priority for DCYPHR?

Sustainability is a priority for our brand, but we approach it in a more holistic way. While using recycled polyester and paper packaging are important steps, we believe true sustainability goes beyond materials. For us, it’s about creating high-quality products that customers love to wear season after season. Rather than promoting fast fashion, we focus on designing pieces that remain relevant and durable over time, ensuring they don’t end up discarded after just a few uses. Our goal is to offer value and longevity, encouraging customers to invest in products that stand the test of time—both in quality and design.

Is DCYPHR addressing inclusivity in terms of size and gender?

We are committed to inclusiveness in our product offerings. Alongside our dedicated men’s and women’s collections, we shall be introducing a unisex range – accessible to everyone. Our goal is to create versatile, stylish options that resonate with all identities.

Will loyalty plans play a role in how you engage with customers?

We believe true loyalty is not built through programs but through the strength of our products and the connection customers feel with our brand. Customers are naturally opportunistic, often seeking better products or prices elsewhere if available. Instead of relying on traditional loyalty programs, we focus on delivering exceptional products and creating a brand experience that fosters genuine customer attachment.Our investments are centred on engaging customers digitally, with a focus on local promotions, internal incentives, and tailored investment strategies that nurture meaningful, long-lasting connections. By prioritising these efforts, we aim to build loyalty organically through value, quality, and experience.

What does success mean to you?

For me, true success at DCYPHR goes beyond just sales figures or fleeting trends. It’s about cultivating trust and loyalty with our customers. Success is when our customers don’t just love what they wear but keep coming back because they know DCYPHR stands for quality, style, and a deep connection to their lifestyle. It’s about building a community of individuals who resonate with our philosophy of self expression, adaptability, and confidence.

What is your success mantra?

The Indian customer is driven by two key factors: value and convenience. They seek the convenience of a wide range of choices and value in terms of price. At DCYPHR, our goal is to deliver on both fronts, offering customers a seamless experience without compromising on quality or affordability

 

Who’s Wearing DCYPHR

DCYPHR appeals to a wide demographic, with its target audience spanning ages 18-35. “We target customers who have active lifestyle, are fitness-focused and drawn to athleisure. While they may not be daily gym-goers, they lead an active, healthy lifestyle and prefer performanceinspired apparel,” explains Mediratta. “From hoodies to joggers and cargos, this style resonates particularly well with 18-35 age group, blending comfort with a fitness-oriented vibe.”

Meet the Founder: Aasheesh Mediratta

Aasheesh Mediratta is a trailblazer in the Indian fashion and retail industry, bringing over two decades of expertise to his latest venture, DCYPHR. Before embarking on this entrepreneurial journey, he served as CEO of SSIPL Group, a leading integrated sportswear company specialising in the retail and manufacturing of international sports and lifestyle brands. Joining SSIPL in 2018 as President of Sales, Aasheesh quickly ascended to CEO, steering the company to prominence and solidifying its position as a major industry player.

Aasheesh’s career also includes a pivotal role as CEO of FashionAndYou, where he played a key role in driving the company’s success following his initial position as Director of Sales and a founding team member. His entrepreneurial spirit further led him to co-found BehindTheRamp, India’s first business network dedicated to designers, brand entrepreneurs, and fashion professionals.

Throughout his career, Aasheesh has demonstrated a unique ability to manage and grow luxury and premium fashion brands. His impressive portfolio includes leadership roles at Rosenthal, Villeroy & Boch, Guess Jeans India, and strategic stints with global and domestic giants like Debenhams, Marks & Spencer, ITC, and Pantaloons. These experiences have honed his expertise in navigating diverse markets and trends.

Growing up in a Tier 2/3 city in India, Aasheesh developed a deep passion for fashion as a form of selfexpression in places where access to global trends was limited. This formative experience fuelled his mission to democratise fashion, making style and individuality accessible to all, regardless of geographic boundaries.

With DCYPHR, Aasheesh aims to redefine athleisure by merging street-inspired designs with regional sensibilities. His goal is to create a brand that empowers people from all walks of life, offering a unique blend of culture and style that resonates with individuals in emerging markets. For Aasheesh, DCYPHR is not just a brand—it’s a movement to celebrate personal identity, inclusivity, and the transformative power of fashion.

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