Aditya Birla Fashion and Retail Ltd. (ABFRL) today said that it has launched OWND!, a fresh, youth-focused fashion brand aimed at India’s Gen Z and trend-conscious consumers.

With this move, ABFRL is seeking to tap into the country’s fast-evolving value fashion segment.

“OWND! is inspired by youth culture with a core mission to spark conversations and empower the youth to own every moment with their unmistakable charisma. This new brand proposition, with its dynamic energy will bring a wave of fashion retailing that resonates with the fashion conscious & value driven GenZ,” the company said in a statement.

According to ABFRL, the launch introduces not just a new label but also a fresh retail experience, replete with a distinct identity, contemporary store layouts, and a product line centred on fast-moving fashion trends.

Speaking about the launch,  Sangeeta Tanwani, Chief Executive Officer, Pantaloons and OWND! said, “The momentum with which the young consumer is reshaping the fashion landscape and its influential role in defining cultural trends is undeniable. Inspired by sharp insights into this segment, our strategy is a bold move, designed to forge a deep connection and a true sense of brand love. This new chapter, anchored in a vibrant brand name, a distinct identity, and a robust business model, will be a strong catalyst for our next wave of exponential growth.”