Antibrnd launches, aims to disrupt luxury supply chain

By

Isabelle Crossley

Published
Jun 5, 2023

Antibrnd has launched as a marketplace designed to disrupt the luxury manufacturing and retail industry in India. The new business offers logo-less designer garments for affordable prices. 

The business offers clothing and homeware manufactured in the same factories as luxury brands use for a price much cheaper than what the branded goods retail for, the business announced in a press release on June 5. The marketplace retails products including luxury quality shirts, bedding, scented candles, bamboo towels, and t-shirts among other goods.
 
“Imagine walking into the factory that makes shirts for Hugo Boss and asking them to make you a black shirt,” announced Antibrnd in a press release. “You want the same exact high-quality materials, the same meticulous craftsmanship, similar designs. The only thing that is missing is the big logo. If you paid the shirt maker fairly for the materials and the labor, the shirt would run you about Rs 1,200, which is a tiny fraction of an Rs 16,000 shirt you would pick up at a Hugo Boss Store.”

The new business has received backing from early team members of Flipkart and Myntra, including Mekin Maheswari and Radhakrishna Karumanchi. Now offering over 80 products made by multiple manufacturers, Antibrnd has reported swift growth. The business is currently working on offering shirts and jackets from the same manufacturers used by Hugo Boss, Wrangler, Lee, and Karl Lagerfeld as well as bedsheets made from the same fabrics as used by Wellspun, and luxury quality scented candles.