The perfect black - our story

Updated: Sep 21, 2019

Black is classic and we are all about black. We are first of its kind lifestyle brand in India which has focused on creating premium lifestyle products in only one color - BLACK.

"You can wear black at any time, any age & almost any occasion." - Christian Dior

True that, Black is classic and we are all about black. We are first of its kind lifestyle brand in India which has focused on creating premium lifestyle products in only one color - BLACK.


The idea conceptualized from a very simple need - ‘I want to know where to buy good quality solid BLACK t-shirts and shirts from. I need them again & again for my gym, office, evening parties and more… It is my go to color and I do not want to invest time in searching for the right product every single time. Most importantly, I do not get premium quality unless I have to drill a hole in my pocket’ ...Yes! we too faced this challenge to find good quality fashion staples in BLACK and to our surprise no brand had focused on this simple need. So!...Well we started! We are creating a one stop solution for all your BLACK needs. The idea is to create convenience for all of us to buy the essential range of lifestyle products in BLACK


Today we are a growing family of passionate people who are unconventional, value simplicity and are committed to help you best focus on things which really matter to you. Just the way Mark Zuckerberg has simplified his life with this one t-shirt, we offer to simplify yours with THE PERFECT BLACK - Your go to place for ALL BLACK ALL BASICS.


WHY BLACK?

We are addicted to BLACK!

BLACK is a Color of Comfort, Convenience and Power. Black is the only color which makes every body type look beautiful as it gives confidence to the wearer. It appeals to any skin tone, height and age - It never discriminates! It is possibly the only color which you can wear on almost any occasion. When in doubt wear BLACK!

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