Offduty India

Offduty India is a denim-led contemporary fashion brand built around premium jeans, with a wider supporting range of pants, joggers, tops, dresses and bags. Its own copy keeps the focus on fit, style, quality and service, and the website frames it as a response to India’s appetite for fast fashion and Pinterest-inspired looks, with 90s-inspired jeans at the centre. The assortment and ads make it clear that the brand sells trend-led denim shapes first, then builds out the look with cargos, flares, baggy fits and coordinated tops.