Unisex fashion brand Square Fruit – which champions inclusivity, individuality, and sustainability – has launched its maiden store at 145 The Mill, Mumbai. Designed to transcend the boundaries of traditional fashion, Square Fruit’s offerings are made up of vibrant, gender-neutral apparel inspired by Indian heritage coupled with bold, modern designs.
Founded by entrepreneur Ajay Khanna, Square Fruit aims to transform societal norms and empower authentic identities, offering a fresh perspective on style and comfort. Its designs unapologetically challenge norms, cater to all body types and celebrate the modern Indian consumer who values authenticity above all. The brand works on the powerful philosophy of transforming societal constraints – a rebellion of sorts against fashion stereotypes.
“At Square Fruit, we are dedicated to creating high-quality, gender-fluid apparel that empowers individuals to authentically express their unique identities. This is clothing that doesn’t fit in but stands out, just like the people who wear it. We believe that style should be a true reflection of one’s personality, free from restrictive boundaries,” says Khanna.
Collection Drop
Square Fruit’s debut features two captivating collections – Genesis and Valentine’s Day. Both collections feature a total of 19 SKUs that include relaxed shirts and pants, bold co-ord sets, and statement layering pieces like lightweight jackets. The brand’s products offer a compelling blend of quality and affordability, with prices starting at Rs 3,000.
Sustainability Takes Centerstage
With a commitment to sustainability, Square Fruit uses eco-conscious, handwoven textiles like Zari and Crochet to create versatile, contemporary designs.
