MUFTI

Launched: 1998

About Mufti: In 1992, Kamal Khushlani started manufacturing men’s shirts under the label Mr. Mister. Recognising fashion as the core strength of this fledgling brand, many boutiques deemed this start-up label fit for their shelves. Realising its true potential, and that of the market, the brand decided to move into overdrive. An ambitious project to leapfrog into a leadership position in men’s fashion was initiated in 1998 and the brand Mufti was launched. Mufti is a word derived from colonial India’s armed forces word for casual dressing as opposed to wearing a uniform. Mufti aims to attract the customer whose tastes have moved beyond off-the-rack mentality, and who is self-assured to makes a fashion statement reflecting his own distinct persona. The brand Mufti is meant to help a customer actualize his need.

Mufti is uniquely original in everything it does and does not imitate anyone. Everything, beginning from the name (a term from pre-independence India) to its business values to its image and advertising, reflects this belief.

Innovation is the brand’s core strength. Its philosophy is that fashion is something that is just so right for the time that it does not need to be oversold, just presented. True fashion is never old, dies young and is reincarnated as another young manifestation. Mufti doesn’t want just customers, but cult followers: Mufti people.

This philosophy is best reflected in the progressive tag-lines associated with the brand. From Mufti (Anything else than a uniform) to Mufti – Alternative Clothing to Mufti – No Explanations, the brand has evolved and adjusted to the changing socio-economic demographic scenario in India.

Mufti has always believed in innovative advertising along with creating innovative designs. The advertising theme in the past campaigns reflected a surrealistic Krishna—-an amalgam of a modern Indian and his cultural lineage. The current campaign, in line with today, reflects a global Indian who is confident, self-assured and willing to experiment and step away from the herd mentality—-aptly summed up as ‘No Explanations’.