New kid on the block: Postfold offers apparel you can wear both to work and after-office parties

There are thousands in India now, but does it take time for start-ups to climb up the success ladder? Not really, provided they get the nuances of their business right. Postfold is one such new kid on the startup block, which caters to the apparel segment. You may think there are so many of them out there, but talk to the founders of this company and you shall know, something different is cooking inside.

The company claims to be selling high quality apparel from “Desk to Dinner” at affordable prices by eliminating the middlemen from each step of the product development and integrating latest designs in the garment. They aim to bridge the gap between the niche luxury fashion market and the low quality affordable fashion market by striking a perfect balance between the price and quality and at the same time being in tune with the modern trends.

PostFold was conceived when the co-founders, Ashish Gurnani and Aashray Thatai, returned to India after completing their education abroad. They could not find clothes that would work post office, say you want to go for a party or a gathering or just casual dinner with friends post work.

“Either the affordable apparel was of low quality of the high quality apparel was excruciatingly high priced. We thought of coming up with a brand where the clothes are so versatile, that they can be worn to work, and also after work and are affordable,” said Ashish, who studied Marketing and Finance in Northeastern University, Boston and afterwards, moved to Seattle working as Digital Advertising Analyst for Amazon.

But, how are they be able to provide high quality clothes at cheap prices as they claim? The idea sprung when the duo dug deeper into why luxury brands were charging such a high premium despite the designs not being vastly different. They found out even when the fabric used was of a higher quality, still the price did not justify the 10X markups. Hence, they claim, that they came with a business model where they would manufacture and style apparel using high quality fabrics and keep the fixed costs low and curate clothes with experienced stylists to get “Desk to Dinner” apparels in their stores and also online. Notably, their website is up and running already, whiles stores may take time to start.

The product line comprises of polos, t-shirts, shirts, formal shirts, women blouses, women knit tops and bottoms. With the help of the stylists, PostFold has created five moods for various situations like the Sunday Brunch, Saturday Night, Traveling etc.