D’YAVOL X, the luxury streetwear brand founded by Bollywood megastar Shah Rukh Khan and his son Aryan Khan, has born fire amidst the brand’s astronomical price points, from ₹16,000 to ₹2,00,555. Critics point out that products are overpriced compared to their actual manufacturing costs, which range between ₹1,200 and ₹2,000 for basic items. Despite the backlash, many sold out, revealing a niche demand for celebrity-endorsed streetwear. This article discusses whether the price is justified by quality, branding, and exclusivity, or if it merely pushes star appeal, alienating middle-class fans in the process.