Mumbai: Women’s ultra-fast Gen Z fashion brand, Foundry from Cover Story Clothing Ltd (CSCL) has launched and is now live exclusively on AJIO. A direct-to-consumer (D2C) fashion and accessories brand, Foundry offers fresh and affordable fashion.

Foundry, which launched with 1,500 styles, plans to scale it up to 6,000+ styles by next year. In addition, 50 new styles will be launched daily, so customers can have access to the latest fashion trends at attractive and affordable price points.

“Our focus on being first on trend allows us to remain at the forefront of the fashion landscape,” said Cover Story Clothing Ltd CEO & MD Manjula Tiwari. “To satisfy the changing needs of our customers, we are dedicated to consistently extending the scope of our offerings. As India's most preferred shopping destination for Gen Z fashion shoppers, AJIO was our go-to launchpad for Foundry.”

With its distinctive, bold and stylish offerings, Foundry will be the go-to brand for young trendy shoppers across India. CSCL launched India’s first homegrown fast fashion brand, Cover Story back in 2016 and a lifestyle brand for modern Indian women, Ancestry in 2018.

Commenting on the launch, AJIO CEO Vineeth Nair said, “Over time, affordable fast fashion has been gaining momentum, especially among young shoppers with high style quotient. We’re excited to launch Foundry exclusively on AJIO and help bring to the customers affordable fashion that is trend-first and appeals to the young shoppers.”

Foundry’s impressive collection of fashion basics, including top wear, dresses, bottom wear, co-ord sets and outerwear are a must have for every fashion-forward shopper. To complete the look, the brand also delivers a wide selection of accessories including jewellery, caps and hats, bags, phone cases, hair accessories, scarves, and socks. With this diverse collection, Foundry empowers individuals to direct their unique and confident look for any occasion.

Foundry joins AJIO’s strong portfolio of international and homegrown brands offering customers a vast variety of handpicked and curated fashion styles. Over the years, AJIO has become one of the most popular fashion destinations and has witnessed multi-fold growth in active customer base and traffic.