Bewakoof, one of India’s fastest-growing D2C lifestyle and fashion brands, has announced the opening of its latest retail store in Jaipur — the Pink City renowned for its vibrant culture, artistic heritage and trend-savvy consumers. The announcement was shared on LinkedIn by Prabhkiran Singh, Founder and CEO of Bewakoof, underscoring the brand’s enthusiasm for engaging with Jaipur’s dynamic fashion community.

Founded in 2012 by IIT graduates Prabhkiran Singh and Siddharth Munot, Bewakoof has emerged as a youthful, digitally native apparel and lifestyle label known for its relatable, expressive designs and strong engagement with millennial and Gen-Z audiences. The brand operates through a direct-to-consumer model, creating high-quality casual wear, accessories and statement pieces at accessible prices, and has sold millions of products across India.

From its early beginnings as a social media-driven fashion startup, Bewakoof has expanded its offerings beyond T-shirts to include hoodies, denim, joggers, and a wide range of expressive apparel and accessories that resonate with today’s youth culture. The company focuses on creativity, affordability and community connection, with strong sales performance and retail presence across multiple cities.

“We’ve opened our store inside Jaipur’s walls, but truly between us — Jaipur is the lucky one,” Singh noted in his LinkedIn post, celebrating the city’s deep appreciation for design, individuality and aesthetic expression. Jaipur’s fashion-forward audience, he added, makes the city more than a market — a living mood board for brands that value creativity and cultural relevance.

The Jaipur store marks another milestone in Bewakoof’s expanding retail footprint, reinforcing the brand’s commitment to marrying its digital-first success with offline consumer experiences that reflect local tastes and lifestyle preferences.