"Men’s Brands Succeed When They Don't Overwhelm The Customer With Choice," Rejoy Rajan, Celio India

Say “Oui” To The White Shirt

Rejoy Rajan discusses how Celio’s effortless European fashion translates into everyday Indian style.

By Tsunami Costabir

In an era where style is shaped by screens rather than store shelves, men’s fashion is evolving faster than ever. From social media influence to the rise of experience-driven retail, brands are redefining what aspiration means for the modern shopper.

We sat down with Rejoy Rajan, Head of Marketing at Celio India, to discuss how digital culture, shifting shopping habits, and the fusion of comfort with individuality are transforming the men’s apparel landscape.

Edited excerpts…

What drives aspiration in apparel?

In the apparel category, I think social media drives a lot of aspiration. Content creators drive aspiration for brands and I b