Actor Shah Rukh Khan and his son Aryan Khan launched the latter’s luxury clothing brand, D’YAVOL X, on Sunday.
Shah Rukh had been roped in to become the face of D’YAVOL X and featured in the Aryan-directed advertisement for the brand, dropped on April 25.
The luxury streetwear brand caught the attention of several celebrities including Alia Bhatt, Shanaya Kapoor and Ananya Panday, who posted stories of D’YAVOL X on their Instagram ahead of the launch.
Gauri Khan also extended her good wishes to her entrepreneur son a day before the launch. “All the best @__aryan__ proud to see your work coming to life,” the producer-interior designer wrote alongside a photo of Aryan posing in the brand’s graphic print hoodie.
Aryan’s sister Suhana also showed off her love for her brother’s brand and posted a picture of her wearing the Battle Worn sweatshirt during a Kolkata Knight Riders match. “Drop is finally live! So excitinggg❤️,” The Archies star wrote.
The collection drop, which went live on April 30 from 7:30pm onwards, faced technical issues in the beginning with consumers not being able to access the site due to heavy traffic.
The luxury streetwear brand also faced a minimal backlash at the steep price point — the D’YAVOL DUCK t-shirt with a graphic print was priced at Rs. 24,400. The Signature X jacket that Shah Rukh wore in one of the ads sold out in a day. It was priced at Rs 2 lakh.