FOLD to Bring 20+ Homegrown Labels to Mumbai Luxury Menswear Pop-Up
The curated retail experience will take place at IFBE, Ballard Estate, on 17 and 18 October, featuring apparel, accessories, grooming and lifestyle brands.
FOLD, a curated luxury menswear pop-up, will bring together more than 20 homegrown labels at IFBE, Ballard Estate, Mumbai, on 17 and 18 October. Founded and curated by Jai Hiranandani, the platform aims to connect Indian menswear brands directly with customers while offering shoppers a curated space to discover emerging labels.
Several participating brands will also present their collections in a physical retail setting for the first time. The event aims to increase their visibility and help them build direct relationships with customers.
A Curated Space for Menswear and Lifestyle
FOLD aims to bring together fashion, discovery and community in one destination. Instead of traditional booth-based retail, the pop-up will present brands as a connected edit. The layout will guide visitors through different categories, helping them explore a complete wardrobe rather than individual product displays.
The curation covers four key categories:
- Apparel: Tailoring, denim, knitwear and everyday essentials.
- Accessories: Leather goods, eyewear and jewellery.
- Grooming: Products and experiences focused on personal care.
- Lifestyle: Curated products that complement modern wardrobes.
Participating labels include 11.11/eleven eleven, rkivecity, Margn and Back Alley Bodega. Meanwhile, VIXII, Unscene and Oshin will meet customers in person for the first time through their debut physical retail presence.
According to the organisers, brand selection prioritised quality, a distinct point of view and a willingness to explore new ideas.
Heritage Venue Meets Contemporary Retail
FOLD will take over a restored colonial-era building in Mumbai’s historic port district. The venue features stone interiors and high ceilings, providing a distinctive setting for the event.
The experience will feature several dedicated spaces. The Edit Floor will present each label through individual displays, while the Experience Centre will host live installations and product trials.
The Grooming Room, anchored by Truefitt and Hill, will offer workshops and product testing. In addition, VIXII will showcase modular jewellery designed for both men and women. Celebrity stylists will also be available to offer fit and styling advice.
Although menswear remains the main focus, many of the products are designed to suit different wardrobes. The pop-up will therefore be open to all visitors.
Jai Hiranandani’s Vision for FOLD
Jai Hiranandani conceived FOLD after visiting curated menswear boutiques abroad. These experiences helped him identify an opportunity for a similar space in India, centred on discovery, personal style and community.
“FOLD is the culmination of everything I’ve always cared about: fashion, discovery and personal style. It’s a community built for the new age man, one who wants a style of his own while staying true to where he comes from,” said Jai Hiranandani, Founder & Curator, FOLD.
The upcoming event is planned as the first edition of a recurring platform. Over time, FOLD aims to expand into lifestyle, wellness and grooming. This approach is intended to give emerging Indian labels greater visibility and access to new customers.
FOLD Mumbai: Event Details
Dates: 17 and 18 October 2026
Venue: IFBE, Ballard Estate, Mumbai
- 17 October: Open to the public from 11 am to 6 pm. An invite-only Trade Preview and Cocktails will follow from 6 pm to 10 pm for press, stylists, buyers and partners.
- 18 October: Open house from 11 am to 8 pm.
With its focus on independent labels and curated discovery, FOLD aims to create a new space for homegrown menswear brands to connect with shoppers. Its planned expansion into lifestyle, wellness and grooming could also broaden opportunities for emerging Indian businesses seeking a direct retail presence.
