Does D’YAVOL X by Shah Rukh Khan and Aryan Khan’s Rob You in the Name of Luxury?
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.