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Myntra onboards streetwear brand Urban Monkey as part of its Rising STARS program

Myntra Rising STARS, a one-of-a-kind initiative aimed at boosting made-in-India D2C brands, has onboarded Urban Monkey, a pioneering Indian trend-first streetwear brand. Operating in the mass premium segment, Urban Monkey caters to fashion-forward millennials and Gen Z, as well as streetwear and hip-hop enthusiasts. Myntra currently hosts 125000+ styles across more than 1000+ brands in the men’s casual wear segment.

Founded in 2013, by Yash Gangwal, Mumbai-based Urban Monkey, was driven by a passion for skate and street culture. Since its inception, the brand has embodied the ethos of its community: unorthodox, eccentric, and determined. Through unique designs and a commitment to fostering the talents of everyday artists, Urban Monkey also empowers its community to express themselves authentically via their offerings. 

The brand will offer over 170 styles on Myntra, under the Rising STARS Program across categories like apparel and accessories. Urban Monkey will present some key offerings like T-shirts, caps, sweatshirts, shirts, backpacks, jeans and shorts. This association is poised to enable Urban Monkey to tap Myntra’s thriving base of fashion-forward consumers who have an affinity for trend-first & streetwear fashion. The brand will also leverage Myntra’s pioneering  social commerce offerings, such as  Myntra Minis and Myntra Studio to further enhance customer engagement, overall visibility and  brand recall. 

The Myntra Rising Stars program empowers D2C brands with tailored support to scale and expand their customer base. Through the program, brands will be able to unlock their growth potential by leveraging Myntra’s proven expertise in brand-building which in turn will drive scale at an optimised cost for brands, propelled by significantly enhanced on and off-app visibility and strategic guidance. 

According to a Deloitte study, the Indian streetwear market was valued at ₹5.3 lakh crore in 2023, which is equivalent to US$185 billion globally.

Speaking on the launch of the brand, Maneesh Dubey, Senior Director – Category Management Marketplace, Myntra, said, “In our endeavor to bring the best of trend-first fashion offerings to our customers we’re thrilled to announce the launch of Urban Monkey on our platform. Urban Monkey takes streetwear fashion to new heights, offering trendsetting designs. The brand’s diverse range of products caters to a wide range of tastes and preferences. We are confident about the brand, enamoring  our fashion-forward customers across the country with its chic range of high-quality apparel and accessories.

Speaking on the partnership, Yash Gangwal, Founder, Urban Monkey, said, “We are excited to announce our partnership with Myntra. With their strong foothold and reach, Myntra provides us with the perfect platform to connect with our audience and expand our presence. Our unique selling proposition lies in our genuine focus on the desires of our community, making us one of the leading streetwear brands in India and the largest headwear brand in the country. Our collaboration with Myntra will not only offer our existing range but also introduce a unique collection designed specifically for Myntra shoppers. With this partnership, we aim to triple our growth in the next two years, leveraging Myntra’s platform to reach new heights.”

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