How we build, what we're thinking, and why we made the calls we made. Short reads on athleisure, product, and running a brand from Hyderabad.
Ask anyone in India what ruins an athleisure piece first and they'll say the same thing — pilling. Here's why it happens, why nobody else is fixing it, and the three decisions we made to kill it before it starts.
Gen Z doesn't change outfits between the studio and the cafe. So why is 90% of athleisure still designed to look like it only belongs in one of those rooms? A note on the coffee shop test and how we design around it.
I'm Rahul. Data scientist, IIM alumni, resident of Hyderabad. This is the first-person version of how ZAFLICK started — not angry, not polished, just the series of small observations that turned into a brand.