Does D’YAVOL X by Shah Rukh Khan and Aryan Khan’s Rob You in the Name of Luxury?
Recently, the son of Bollywood Superstar Shah Rukh Khan launched a luxury streetwear brand called D’YAVOL X.
The company has already created a buzz owing to high-profile collaborations and premium design, only sparking controversy due to exorbitant prices.
This article determines if the cost is worth the price of the product or if the price is too high because of the brand name brought on by Shah Rukh Khan.
The Pricing vs. Production Debate
According to reports, the prices of producing high-quality garments in India range between ₹1,267.85 and ₹2,113.08 for a T-shirt and hoodie, respectively.
Leather jackets, on the other hand, may cost up to ₹7,000 to ₹10,000 to make, depending on the quality of materials and craftsmanship. These factors may put the markup on D’YAVOL X products at 1,000%-2,000%.
The astronomical pricing of the collection has attracted both consumer criticism and fashion criticism.
The social media platforms have included words like “money-grabbing gimmick,” with memes highlighting the absurdity that makes middle-class people sell their homes to get a glimpse of the collection.
What Goes Into the Cost?
Quality of the products are a talking point, which Khan has highlighted as “luxury streetwear.” The production details remain hush-hush, but the premium price could also be due to the following:
Brand Positioning: The associations with Shah Rukh Khan add huge aspirational value to the brand.
Rarity: Low volume output results in scarcity, and thus more perceived value.
Marketing Costs: High-profile campaigns with Shah Rukh Khan would cost exponentially, which is a substantial operational expense.
Consumer Backlash and Sales Performance
Despite the criticism, certain items sold out soon after launch, including the signature leather jacket. This indicates that there is a market for ultra-premium, celebrity-endorsed streetwear in India, albeit a niche one.
However, many argue that the pricing strategy alienates middle-class consumers who form a significant part of Shah Rukh Khan’s fanbase.
In response to criticism, Shah Rukh Khan himself jokingly commented during a Twitter session that not even he could get discounts on D’YAVOL X merchandise, which indirectly implicated deeper changes to make such products more accessible.
The Bigger Context of Luxury Streetwear
Some luxury streetwear brands globally, like Supreme and Off-White, are known for their similar strategies—limited-edition products priced at sky-scraping prices. In India, this market is relatively new but growing, mainly driven by aspirational youth.
D’YAVOL X, too, brandishes star-studded brand appeal to establish itself as one of the pioneers in the Indian luxury streetwear segment.
Is the Pricing Justifiable?
From an economic standpoint, the brand’s pricing can be seen as leveraging celebrity influence and the exclusivity model.
However, the stark contrast between production costs and retail prices raises ethical questions about affordability and value for money.
The brand is inaccessible to middle-class consumers, which could dent its reputation in the long run.
But, if the audience D’YAVOL X targets happens to be wealthy youngsters aiming for true exclusivity in fashion, then the brand might just get a hold despite criticism.
The D’YAVOL X launch has fueled much debate over the essence of luxury streetwear in India.
While to some, it represents a refreshing effort in the premium fashion space, others believe it’s a brand that’s jumping onto the bandwagon of the Khan name with pretentious pricing.
The controversy speaks to the growing tension in the Indian market between luxury aspirations and affordability.
As Aryan Khan looks to expand his entrepreneurial ventures, the pricing of D’YAVOL X may evolve to strike a balance between exclusivity and inclusivity.
For now, the brand represents a bold, if divisive, step into luxury fashion in India.
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