Bewakoof, the popular D2C (direct-to-consumer) fashion and lifestyle brand, has officially opened its latest store at Unity One Mall, Rohini, New Delhi. Located on the first floor, the new outlet offers Delhi’s young and style-conscious shoppers a fresh and immersive way to experience the brand’s quirky and expressive fashion collections. The store launch was announced by a company official on his LinkedIn page.

Founded in 2012 and headquartered in Mumbai, Bewakoof is widely known for its bold, relatable, and youth-driven aesthetic. The brand creates trendy apparel and accessories that speak the language of the modern Indian consumer—often drawing inspiration from pop culture, everyday humor, and regional influences. From iconic graphic tees and co-ord sets to indo-fusion wear and loungewear, Bewakoof has built a strong emotional connect with India’s Gen Z and millennial audiences.

The brand’s unique voice and sharp social media strategy have been instrumental in its rapid growth, amassing a community of millions across platforms and over 10 million app downloads. Its expansion into offline retail reflects a strategic move to bring its digital-first energy into physical spaces, offering fans a tangible brand experience.

Significantly, Bewakoof was acquired by Aditya Birla Fashion & Retail, a development that further strengthens its position in India’s booming youth fashion segment. Backed by the retail expertise and infrastructure of one of India’s leading fashion conglomerates, Bewakoof is now poised to scale its presence across key metros.

The launch of the Unity One, Rohini store is part of this broader vision—creating physical destinations where self-expression, style, and comfort come together. With its trademark wit and everyday appeal, Bewakoof continues to build a fashion movement that celebrates individuality, relatability, and modern Indian culture.