A London-based digital fashion brand Urbanic was launched on Myntra, marking its first-ever partnership with an e-commerce platform. The brand is an emerging favourite among fashion-first Gen-Z shoppers and beyond in India, for women’s western wear, while also being popular in several countries, with its trendy and stylish offerings across categories. The association between Urbanic and Myntra gives an edge to one of the world’s biggest bases of Gen-Z fashion shoppers as it creates wider accessibility, especially with Myntra being the preferred launchpad and platform for fashion brands in engaging with digitally native audiences across the country.
Urbanic is offering a differentiated collection of more than 2000 styles to shoppers on Myntra. The selection includes tops, denim, winter wear, lingerie, swimwear and accessories. Myntra’s association with Urbanic, which is a favourite among this particular generation of shoppers, intensifies its bond by bolstering its relevant portfolio, while Urbanic, can enhance its reach and foothold in the country, offering the perfect opportunity for consumers to access a wide range of trendy ‘grammable pieces.
Urbanic, founded in 2019, was born with a strong grasp of the tenets of contemporary fashion catering to Gen-Z. The brand is popular among shoppers in metros, tier-1 and 2 Indian cities. Riding on the wide reach and popularity of Myntra, Urbanic seeks to penetrate further into these markets.