RUFF

RUFF is a boys kidswear brand built around stylish, comfy everyday fashion, with a strong push on shirts, T shirts, jeans, pants, shorts, hoodies and sweatshirts across newborn to pre teen age bands. It positions itself as one of the largest selling kids wear brands in India and in the Middle East, and says it creates the latest international fashion trends for kids rather than occasion only dressing. The live store reads like a trend led boys basics label with frequent fresh drops and promotional pricing, but the brand also presents itself as the place for cool everyday fits, back to school looks and playful match day outfits.