KingsCraft Online Brands is launching Underrated Club, a premier streetwear fashion brand and aims to make a significant impact in the e-commerce and retail sectors.

KingsCraft Online Brands plans to do this by offering streetwear that emphasises individuality, uniqueness, and authenticity for Indian consumers.

“Positioned as an affordable luxury brand, Underrated Club combines bold creativity with premium quality in its diverse collections,” a press release informed.

The brand’s mission is to redefine self-expression through fashion, catering to those who seek uniqueness, comfort, and uncompromising style with their graphic tees and versatile denim.

Underrated Club’s flagship collection, Underrated Originals, showcases the brand’s boldness and creativity with seasonal designs, striking graphics, and innovative silhouettes.

This collection is designed for trendsetters and fashion-forward individuals who dare to stand out.

Another key offering, Underrated Classics, provides timeless wardrobe staples that emphasize versatility and durability, crafted to withstand the test of time and provide enduring style for every occasion.

Currently operating through its online platform, Underrated Club offers a seamless shopping experience via its user-friendly website.

The brand plans to expand its presence on leading e-commerce platforms and is exploring opportunities to establish a physical presence in partnerships with retailers, pop-up stores and flagship stores.

“At URC we are redefining luxury streetwear by merging timeless elegance with modern urban flair,” Abhishek Teri, Co-founder at Underrated Club said.

“Our creations are a celebration of individuality, crafted with precision and a deep commitment to quality,” he added.

Teri further said that they believe that true luxury lies in the details, and each piece we design is a testament to this philosophy.