KICKSTART FREAKINS -Jahanvi

Dhingra

Freakins is a homegrown start-up venture meant for women, rolled out five years back in 2018, that aimed at modernizing denim apparel and broadening its scope beyond the traditional pair of jeans to introduce a revolutionary line of fashion statements that are inspired by not only iconic designers' vision and pieces but are also uniquely reflective of the socio-cultural landscape of date, to appeal to the generation that's not simply attracted to a well-presented product but seeks individuality from their clothing choices.

Based in Ahmedabad, it has clocked an annual turnover of over 12 crores within a short period and has created a distinct identity by carefully positioning itself as a space for inimitable and limited edition pieces that take from exclusive collections, nd involves the masses in their process of ch with their target' customers demand as d story to gather eyeballs

For instance, in 2021, Freakins launched an Art x Freakins Initiative, where in they partnered with 22 artists from all over India and invited them to add to the Freakins collections with their designs and creations to create a line launched across their fit stores

The Initiative not only proved to work wonders from a marketing aspect because of its niche quality but also because it emphasized how this is a part of their drive to help small and unestablished artists grow by putting their names out there and financially contributing a margin of their sales

Another compelling factor behind the appeal of Freakins is their commitment to sustainability, where as stated by the founder and CEO, Shaan, they are aiming to reduce their water levels by during the production process. E way towards a green line of especially in an age where fas and its environmental issues significant concern to millennials proportion of their potential cu today.

The brand has always tried to make itself a consumer-focused entity. The same was apparent even during the pandemic when it released announcements assuring its customers that each product at Freakins is carefully sterilized to waive their concerns

Another aspect of it was the promise of a two-week delivery throughout their operations, which they have maintained as a part of their communication strategy

Their offerings include a huge variety ranging from classic denim jean fits dresses, outfits, and even custom footwear in shades of blue, whether it be heels, stilettos, or a pair of denim sneakers even.

Their mantra has always been to disrupt the fashion industry by convulsing traditional with breakthroughs, and that's exactly what their marketing intends to do as well, by not adopting the brand ambassador route to advertising, but instead putting their own customers' testimonials and product experiences out there to help the on-looker get an actual feel of the product All in all, it is far from denying how Freakins is a breath of fresh air until the dominance of international denim brands takes its association beyond the classic pair of jeans.

Towards an entire line of clothing that takes into account women's needs from their apparel all the while maintaining a repertoire of being a breakthrough, never witnessed before brand, as is evident from its name, 'Freakins