WYCI (Whatever You Call It!) was conceptualised as a brand which speaks to each person differently.
Our brand has to reach a wide age group, going from 18 to 58. We would describe our brand as trendy in style but an elegant in look, intricate embroidery but minimalist in its usage, fresh and brighter colours but toned down with muted accents and vice versa.
We are into Indian wear for Men. Our Kurtas (google it) are made of very fine quality linens (expanding into fine cottons, silks and other blends) with subtle detailing in exquisite hand embroidery with western influences and other accents. Hand embroidery is one of our USPs.
We have used a very fresh color palate with brighter accents-including a lot of pastels that are not easily available in the market.
We will be expanding into sherwanis (google) and indianized jackets and vests soon.
The price range is mid to high end.
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