Brand Story

Our manufacturing unit has been operational since 1985 , we manufactured for many renowned  international legacy brands.

It was only in 2012, when a substantially large order from an international brand that was supposed to run our 6 factories for the next 6 months, went away in a blink of a moment just for a few cents. It became very clear to us then and there that working for giant clients even for over a decade does not guarantee any security or consistent business for the future uncertainties. This moment  puts  us and our 2000+ skilled workers and their families in a distressed situation.

So, D2C was the only way out to get a consistent, safe & steady flow of resources for the workers & their families that were dependent on us.

“You need at least 600 Cr. to make a brand in a country like India” – this was the exact line which was said by my father, who had decades of experience in the Premium Luxury Fashion Industry. It was literally a bare minimum amount then to start a brand, since India was yet to accept online sales and still believed in retail shopping over online especially in premium segment. 

It was only in 2012-13 that online shopping and e-commerce was paving its way in Indian market space. For us online came as a substitute to such a big amount of investment. Hence, we started our journey online. We were one of the first brands to sell genuine leather goods online on platforms like Myntra, Snapdeal, Flipkart and Amazon.

Most of these well-funded companies were pushing the discounting models on their platforms, which again restrained us from achieving the goals we aspired to. Hence,we had to step away as we were never there to make a quick buck. We always wanted to walk the path of building a legacy brand that could serve us, serve the customers and the families working with us for generations to come without ever have to worry about any sudden disruption.

Hence, in 2015, we started a new company under  the name, Voganow Fashions Pvt Ltd, along with our own e-commerce portal www.voganow.com. 

With this step we had to compete directly against the large superfunded platforms. Our  Average Selling Price (ASP) was Rs. 7000-8000, which is three times the average online ASP of Indian online purchasers in fashion.

Hence, a very heavy homework had to be done and a very strong edge was needed to get accepted without spending a hefty promotional amount, which never felt like the right option, especially being bootstrapped.

Going online was to understand the acceptance of colors, styles, price ranges and product categories on the basis of region, age and gender in such a diverse country of ours. There is a very interesting story that happened just because of choosing online as our first approach. As we all know, cultures, lifestyle, food preferences and languages in India change every few 100 kilometers which makes it a very diverse country and at the same time making it hard for new brands to establish.

Same can be said for fashion. There is a footwear style, called Jalsa Jutti, which is quite popular in the northern regions like Punjab, Haryana, and Delhi. Any brand selling these styles will generally open its shop in the north regions where it is most accepted. But, just because we were selling online across the nation, we eventually found out that these  Jalsa Jutti were selling way more in the south region of the Country instead of North and in fact we were the bestsellers there with the most repeated orders. 

The major reason that we realized  for the occurrence of above scenario in the south regions was that the Jalsa Jutti is a perfect combination of slippers but with shoe feature. 

Hence, it was called a Jutti because it was neither a slipper nor a shoe and that was exactly what the south always needed as it was perfect to cater their humid weather.

Our workforce has 40+ years long experience in crafting only premium quality products for big premium fashion houses, where quality has always been their top most priority.

Hence it was not just a choice but also our compulsion of making luxury quality products since that is all we knew to do and had the most experience in delivering.

We aim to fill the gap of the premium luxury segment customers with a bridge to luxury pricing which was practically possible because we were now getting into the D2C business model and cutting all middle men, hence the perfect price placement.

Along with all this experience we had, Patina technique has been our chosen USP and this technique is so precise and humanly done that only 10% of experienced workers could ever master it.

What we offer, none other could provide considering the level of skill required to carefully apply creams, waxes, dyes, and other natural pigments to create a one of a kind product, which is unique to each customer. This service and technique is being offered across all categories and literally any color shade at all can be made as per customer’s demand, therefore making us distinct from other brands.

Our motto is to use only the best and ever lasting material with the combination of bespoke service, to create a product as per customer’s vision which would last them for decades to come just as memories last.

This service and our quality over quantity approach opened doors for some of our most iconic collaborations that a homegrown brand could ever achieve.

Patina color technique being hand done entirely, had a major set back that no two pairs could ever be 100% exact, even though the color shade could be the same for a naked eye but a very detailed check would easily spot some difference in every single piece.

But since we're now going to the D2C business structure. Delivering to the end customer made this problem into an opportunity. Now every customer has a unique pair to themselves even if his friends get a same style shoe.

Patina became our major strength and In 2019, KKR was looking for a premium alternative for their IPL travel kit backpack, but they were looking for something in their jersey color shade i.e. purple and gold. Because of patina service, we could provide them the exact color shade they were looking for. Every bag was personalized with KKR logo and player’s name initials with thick premium gold accessories.

Following which, CSK approached us for their Bright Yellow Leather Backpacks for the entire team. We fulfilled that order with the use of our patina and personalized services. Every bag delivered was unique with player’s name initials and CSK logo on it.

And then another opportunity knocks that BCCI were looking for a particular shade of tan for the Indian Cricket Team representing at ICC World Cup 2019 England Tour. They reached to get the similar tan shade for Backpacks, Duffles & Shoes for the entire team.

Reliance also used our bespoke & personalized services to get the backpacks crafted for their CEOs. Every bag was personalized with Reliance logo, CEO’s name initials along with our brand Brune & Bareskin logo.

We have also been given the privilege of making customized shoes for Salman Khan, Jay Shah, MS Dhoni, NT Rama Rao for Oscars, Suniel Shetty, Sidhu Moosewala to name a few.

To mention our brand’s unwavering commitment to quality and excellence, BCCI ordered customized products for ICC ODI World Cup in 2019 and re-ordered products for next three world cups held in 2020 & 2022 too. We also once got an opportunity to make custom fitted shoes for Salman Sir. After which we have custom made more than 30 pairs of shoes for SK Sir. These are the associations that motivates us and gives us the acceptance of walking this path and also these are the associations you can only get if your quality matches their premium luxurious products they generally use.

Hence, We are proud to say that “You can get lucky once, but only quality could get them to come back to you regularly“

We believe to create the masterpieces started our offline journey in 2019 with First Flagship Store in our Hometown, Jalandhar. We believe to not just make the products but to craft the artifacts that stays with you for generations. We expanded our offline reach with 2 other stores, Delhi in 2021 & Ludhiana in 2023.