AgenciesShah Rukh Khan’s son Aryan’s much-awaited luxury streetwear line, D’YAVOL X. finally went live on April 30. The netizens are far from impressed at the staggering prices of the products.
The Instagram handle of the brand dropped a stunning picture of the father-son duo, both twinning in identical black jackets, along with the caption “Live now. On dyavolx.com.” The post gained more than 250K likes within 14 hours.
Netizens though were far from amused.
Instagram users trolled the clothing line, pointing out the ridiculously high price tags. From a jacket priced at a whopping Rs 2 lakh to a T-Shirt that would cost you Rs 24K to own, it’s clear that this ‘hip’ streetwear brand is not for the middle class.
One Instagram user wrote, “Have you seen the price?!!!” Another commented, "Bhai, I think ur brand will not last long...Kyuki 33,000 me ek shirt, India me kon kharidega? Generally, 6,000 rate rakh lete na tab sahi tha?” ( Who will buy shirts for Rs 33K in India? If you had kept it till Rs 6,000, it would have been more reasonable).
Another quipped, “I have to sell my kidney!” Some users said that Aryan may have targeted the elite clientele, but as he had involved his superstar father in the promotions and many of his fans come from a middle-class background, it would be a good business move to keep the prices more affordable.
Despite the high prices, Signature X jackets were sold out. The brand shared a picture of the black jacket and thanked the customers for showing interest. “The demand for the limited 30 pieces has been immense, despite our teething issues. Thank you for taking this ride with us!”
His sister Suhana will be making her acting debut with the Netflix original film ‘The Archies’. The movie will be directed by Zoya Akhtar. The film also marks the acting debut of Amitabh Bachchan's grandson Agastya Nanda.
The Instagram handle of the brand dropped a stunning picture of the father-son duo, both twinning in identical black jackets, along with the caption “Live now. On dyavolx.com.” The post gained more than 250K likes within 14 hours.
Netizens though were far from amused.
Instagram users trolled the clothing line, pointing out the ridiculously high price tags. From a jacket priced at a whopping Rs 2 lakh to a T-Shirt that would cost you Rs 24K to own, it’s clear that this ‘hip’ streetwear brand is not for the middle class.
One Instagram user wrote, “Have you seen the price?!!!” Another commented, "Bhai, I think ur brand will not last long...Kyuki 33,000 me ek shirt, India me kon kharidega? Generally, 6,000 rate rakh lete na tab sahi tha?” ( Who will buy shirts for Rs 33K in India? If you had kept it till Rs 6,000, it would have been more reasonable).
Another quipped, “I have to sell my kidney!” Some users said that Aryan may have targeted the elite clientele, but as he had involved his superstar father in the promotions and many of his fans come from a middle-class background, it would be a good business move to keep the prices more affordable.
Despite the high prices, Signature X jackets were sold out. The brand shared a picture of the black jacket and thanked the customers for showing interest. “The demand for the limited 30 pieces has been immense, despite our teething issues. Thank you for taking this ride with us!”
King Khan was seen in a black hoodie with a red print on the front, similar to the Signature X jackets at the IPL match between Kolkata Knight Riders and Royal Challengers Bangalore at Eden Gardens, Kolkata, this April.
On the work front, Aryan made his debut as a director with an advertisement for D’YAVOL X.. He is also reportedly working on a web series that will be produced by Red Chillies Films, SRK’s home production banner. According to an India Today report, the series is titled 'Stardom' and will have six episodes.
His sister Suhana will be making her acting debut with the Netflix original film ‘The Archies’. The movie will be directed by Zoya Akhtar. The film also marks the acting debut of Amitabh Bachchan's grandson Agastya Nanda.
( Originally published on May 01, 2023 )
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