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Y-Stuff, a fashion label for youth by Y-Films (Yash Raj Films)
May '11
Y-Films is committed to breaking a genre and creating and building an audience. The idea is to detonate boundaries. And most importantly, do it with style. Which basically means that Y-Films is more than just a film production house. It is an attitude. And if it is an attitude, it must be available in small, medium and large and it must be worn.

That's how Y-Stuff was born. The official clothing line of the coolest film production house in Bollywood. The first collection from the label is inspired by our movie, Luv Ka The End.

The clothing range captures moments from the gory and bloody viral 'Teddy Series' and also echoes the rebellious spirit of the brand. Some really funny lines and sexy designs found their way to a whole range of merchandise like tees, boxers and bags.

Now that we had the stuff, we had to take it to the world. And we partnered with one of the biggest and most popular clothing retail chains in the country, The Loot stores. The Loot stores is a discount based chain that enables us to reach out to our audience keeping their pocket money in mind. Y-Stuff is now available in 60 Loot stores across India. But that is just on-ground. For a generation that spends most of its time online, we had to reach out to them there too. Y-Stuff is also retailed online via major online selling platforms such as Seventymm, Groupon, Bookmyshow, Fashion and u, and Naaptol. These platforms attract a total traffic of nearly 25 lakh users and that is a huge potential for us as a brand to spread the good word.

On the event of the launch of Y-Stuff, Ashish Patil, Creative and Business Head, Y-Films commented “You need not just see Y-Films… now you can wear it too”

Now that you know where to get it, go get your hands on it!

Y-Films is the dynamic, vibrant start-up at the intersection of films, creativity and youth culture that hopes to challenge the norm and detonate boundaries.

YRF Studios is spearheaded by Yash Chopra – a leading light of the Indian entertainment industry for the last five decades.


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