Mumbai, 7 February 2025: Square Fruit, an unconventional unisex fashion brand, launched in style at 145 The Mill in Mumbai. The event was attended by the fashion elites of the city along with prominent content creators, setting a fresh perspective in the world of style. Designed to transcend the boundaries of traditional fashion, Square Fruit brings vibrant, gender-neutral apparel that is inspired by the artistry of Indian heritage with bold, modern designs.
Driven by a belief in inclusivity, Square Fruit is designed to cater to all body types, embodying a powerful philosophy. At its heart – Square Fruit believes in transforming societal constraints (the “square”) into boundless opportunities for personal expression (the “fruit”). This ethos is woven into every piece, celebrating the modern consumer who values authenticity and unapologetically challenges norms. Square Fruit is a rebellion against fashion stereotypes, fused in bold, gender-fluid designs with the vibrant artistry of India.
Ajay Khanna, Founder of Square Fruit, said, “We all have witnessed how societal norms have unduly constrained fashion, particularly within the confines of gender. This experience instilled in me a deep desire to challenge these limitations. At Square Fruit, we are dedicated to creating high-quality, gender-fluid apparel that empowers individuals to authentically express their unique identities. This is clothing that doesn’t fit in but stands out, just like the people who wear it. We believe that style should be a true reflection of one’s personality, free from restrictive boundaries.”
Square Fruit’s debut featured two captivating collections – Genesis and Valentine’s Day. These collections celebrate bold individuality and inclusivity with vibrant, gender-neutral designs. Both collections feature a total of 19 SKUs that include relaxed shirts and pants, bold co-ord sets, and statement layering pieces like lightweight jackets. The Genesis Collection blends vintage retro aesthetics with modern flair, featuring cropped and oversized co-ord sets, jackets with unique linings, silver Zari details, and multi-utility pockets. The Valentine’s Collection, crafted from gauze crushed cotton, showcases harmonious panels in warm reds, sea blues, and teals, accentuated with Kantha running stitches and delicate Zari highlights.
