At a time when the fashion world is witnessing a shift toward more inclusive and gender-fluid designs, Square Fruit, an unconventional unisex fashion brand, has made a remarkable debut. Launched at 145 The Mill in Mumbai, the event was a vibrant showcase of creativity, attended by the city's fashion elites and content creators. The brand, founded by Ajay Khanna, aims to transcend traditional fashion boundaries with its bold and gender-neutral designs, inspired by the artistry of Indian heritage. In an exclusive interview with Gurbir Singh Gulati, Editor-in-Chief of IFAB Media, Ajay Khanna, Founder shares the vision behind Square Fruit, its retail strategy, and how the brand is transforming the fashion landscape.

Ajay, it’s exciting to see Square Fruit come to life. What was the inspiration behind launching this brand?

It all started in college, of all places! I used to iron my clothes, take a shower, and get ready, only to find that my clothes were perpetually stolen by my sister, who would wear them to college. It made me question why there were specific colours and palettes assigned to men’s and women’s clothing. Why must fabric be segregated by gender? Fabric is just fabric – its use should be defined by how you choose to wear it, not by societal norms. This sparked the idea of creating Square Fruit – a brand that breaks the traditional notion of gender in fashion, focusing on colour and silhouette rather than gender identity.

Square Fruit is a catchy name. What’s the story behind it?

The name Square Fruit represents the fusion of structure and freedom. If you look at our logo, we have a square with fruit inside it and a little stem hanging outside. The square represents structure, boundaries, and rigidity, while the fruit symbolizes freshness and vibrancy. This duality is what we believe in – a combination of structure and fluidity. You can’t have infinite creativity without structure, and vice versa. This concept is at the heart of Square Fruit.

That’s a unique perspective. Now, who exactly is the Square Fruit customer?

Our customers are both men and women. However, our clothing is gender-free. Whether it’s a shirt, co-ord set, or jacket – if you like it, just go ahead and wear it. Square Fruit celebrates individuality and inclusivity, giving everyone the freedom to embrace their unique style without restrictions.

What made you decide to open Square Fruit, especially after completing engineering and an MBA?

Fashion has always been my passion. But, I took a different path initially, studying engineering and completing an MBA. However, over time, I realized that my true calling was in fashion. Today’s consumers are increasingly open to making choices based on their personal preferences, and Square Fruit aligns perfectly with this cultural shift. I wanted to create a brand that allows people to express themselves freely and authentically. So, Square Fruit was born, rooted in a clear vision and a passion to redefine fashion.

Now, tell me about your retail strategy and how you plan to expand Square Fruit.

Instagram has been an incredible tool for us to connect with the right audience, and we plan to continue leveraging this platform. Our focus is on showcasing the right product to the right customers, and we have seen great sales results because of it. In 2025, we plan to take the brand offline, through pop-ups and multi-brand stores. Our retail strategy is omni-channel – we’re focusing on online sales and expanding into MBOs. Initially, we’ll explore metro cities like Delhi, Mumbai, and Bengaluru, Hyderabad with plans to enter Tier II cities in the future.

Will Square Fruit be available on online marketplaces?

I’ve spent nearly a decade working at Amazon, which gave me deep insights into customer behavior, and how to deliver a product that truly resonates with consumers. While we’re not currently exploring online marketplaces, we plan to explore this avenue in the future. I believe partnering with the right marketplace is crucial to our brand’s success.

What about large-format stores? Is that part of your strategy as well?

Yes, we are considering large-format stores as part of our retail strategy. We’ll start by exploring select cities to test the market, assess growth, and gradually expand. Being a start-up, the beauty lies in experimenting, learning, and adapting to what works.

What price segment is Square Fruit targeting?

We are focusing on the bridge-to-premium category. Our shirts, for example, range from ₹1900 to ₹3200, making them affordable yet premium. Square Fruit is about conscious fashion – offering high-quality clothing that doesn’t break the bank.

Anything else you would like to share with our readers?

When it comes to our products, comfort is key. Whether it’s for a date, a movie outing, or a vacation – Square Fruit ensures that you not only look great but also feel at ease. We use mostly cotton and linen blends, incorporating vibrant colours and unique textiles. We’ve also infused Indian craftsmanship into our designs, using techniques like Zardozi and Kantha stitches. It’s about creating clothing that makes you feel confident and unique.

Square Fruit is more than just a brand – it’s a movement challenging fashion norms and celebrating individuality. With a unique vision, a bold approach, and a commitment to inclusivity, Square Fruit is poised to redefine the future of fashion. Ajay Khanna’s journey from questioning traditional gendered clothing to creating a brand that encourages personal expression is a testament to the changing landscape of style. As Square Fruit continues to grow and expand its reach, it’s clear that this is just the beginning of a fashion revolution.