Yifu: Affordable Streetwear with a Unique Indian Identity
Streetwear has become a significant global fashion movement, blending comfort, culture, and style. Brands around the world have embraced this trend, offering high-end designs that reflect individual personalities and urban lifestyles. However, streetwear is still a new concept in India, particularly in regions like West India, where options are limited and often expensive. Yifu, a streetwear brand, is dedicated to providing affordable yet stylish options for the Indian market.
The Inception of Yifu and Its Founder’s Journey
Yifu was founded by Vaibhav Sharma on 7 April 2024, with the vision of bringing unique, premium streetwear to India at accessible prices. Vaibhav, an undergrad in finance and accounting from Brunel University in London, discovered his passion for fashion during his university years.
Despite having little experience in the fashion industry, he decided to turn his passion into a brand that blends international trends with Indian affordability. Vaibhav started Yifu with a minimal budget but a clear goal: to make streetwear from West India available to the masses. Initially, the brand launched with five t-shirt designs and aims to expand into jeans and more t-shirts with fresh designs.
Yifu’s Unique Identity and Market Challenges
Yifu stands out by offering affordable streetwear with a premium feel. Streetwear in India often comes with a high price tag, but Yifu aims to change that by providing high-quality designs at prices the average consumer can afford. The brand is particularly focused on the West Indian market, which has limited streetwear options.
Like any startup, Yifu faced its share of challenges. Vaibhav initially struggled with determining a suitable price range, thinking that everyone would be comfortable paying ₹2500-₹3000 for a t-shirt. Another challenge was handling inventory and managing the small quantities available in the beginning. Finally, marketing posed a hurdle, with limited resources making it difficult to get the brand in front of the right audience.
Future Vision and Growth Prospects
Vaibhav, despite having served only 50–60 customers so far, has a well-defined vision for the future of Yifu. Over the course of the next five years, his goal is to position Yifu as a prominent player in India’s streetwear scene. This includes plans to establish physical retail stores in tier-one cities and expand beyond the borders of India. Alongside this expansion, Vaibhav is steadfast on maintaining Yifu’s independence.
With aspirations of organic growth without relying on external financial backing, and retaining full ownership of the brand. His primary aim is to continue providing high-quality streetwear at affordable prices, addressing the unmet demand in the Indian market for fashionable and accessible clothing. While Yifu is currently in its nascent stages, its unwavering focus on quality, affordability, and authenticity is paving the way for it to emerge as a brand of significant influence in India’s ever-evolving streetwear landscape.
To know more visit- https://www.instagram.com/yifu.in
To read more startup stories visit- https://thebusinesspress.in/
