Indian cricket superstar KL Rahul launched exclusive lines of his new athleisure brand ‘Gully’ on Koovs.com.
Gully is a cult brand inspired by street sport, rap, and hip-hop, with an emphasis on comfort, quality, and affordability, aimed at the youth of India. According to the young cricketer, the brand ‘is rooted in culture, music, and fashion’.
Mary Turner, CEO of Koovs was quoted as saying, “Athleisure and streetwear are highly popular with our globally connected, tech-savvy and style-conscious 20-something customers. KL Rahul is an icon of youth culture in India and so GULLY is a perfect brand for Koovs.com customers.”
The cricketer launched Gully in collaboration with retail partner Zeko Online. The deal was structured and executed by Bunty Sajdeh led Cornerstone Sport and Entertainment, the sports talent management agency which also manages Indian captain Virat Kohli.
Being a co-owner, Rahul has been actively participating – right from the inception of the brand to regular inputs based on the design, style, and quality of the products.
The collection includes tee-shirts, joggers, and shorts for men and will expand its portfolio to include a women’s clothing line and introduce categories such as jeans and sweatshirts as well.
KL Rahul is a young batsman with a reputation for his casual athletic style.