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Cover Story’s Gen Z Fashion Brand ‘Foundry’ Launches Exclusively on AJIO

Published: November 7, 2023
Author: Fashion Value Chain

Cover Story Clothing Limited’s women’s Gen Z fashion brand, Foundry, has officially launched and is exclusively available on AJIO, a direct-to-consumer fashion and accessories platform. Foundry is dedicated to offering fresh and affordable fashion options, starting with an initial offering of 1,500 styles and plans to expand its collection to over 6,000 styles by the next year. Notably, the brand will introduce 50 new styles daily to ensure customers have access to the latest fashion trends at attractive and affordable price points.

Manjula Tiwari, MD & CEO of Cover Story Clothing Limited, emphasized Foundry’s commitment to being trendsetters in the fashion landscape. AJIO, as India’s preferred shopping destination for Gen Z fashion enthusiasts, was chosen as the ideal launchpad for Foundry.

Foundry’s distinctive, bold, and stylish offerings are designed to resonate with young and trendy shoppers throughout India. Cover Story Clothing Limited previously launched India’s first homegrown fast fashion brand, Cover Story, in 2016, and introduced the lifestyle brand Ancestry in 2018.

Vineeth Nair, CEO of AJIO, expressed excitement about the launch, highlighting the growing popularity of affordable fast fashion, particularly among young shoppers with a keen sense of style. The exclusive availability of Foundry on AJIO aims to bring affordable trend-first fashion to customers, catering to the preferences of young shoppers.

Foundry’s impressive collection includes fashion basics such as top wear, dresses, bottom wear, co-ord sets, and outerwear, making it a go-to destination for fashion-forward shoppers. The brand also offers a wide selection of accessories, including jewelry, caps and hats, bags, phone cases, hair accessories, scarves, and socks. This diverse range empowers individuals to create their unique and confident look for any occasion.

Foundry now joins AJIO’s extensive portfolio of international and homegrown brands, providing customers with a wide variety of handpicked and curated fashion styles. AJIO has steadily gained popularity as a fashion destination, witnessing substantial growth in its active customer base and traffic over the years.

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