Edjoe Patel Nagar, Delhi

It was at the onset of summer 2010 that the idea of making latest international fashion easily available for local market germinated over a cup of coffee with friends. The first step towards creating a wide spread audience was opening up a retail store for men & women in the heart of Delhi…the idea had taken physical shape in the form of Buylane.
One thing led to another and following the reassuring feedback Buylane received, it was certain to go a step further by creating a line that could address the needs of clued-up men, the modern dandy looking for that unique amalgamation of high grade fabric & up-to-the-minute designs.
What followed was months of research, trying to put together a brand for men who understood the difference between fashion-conscious and fashion-victim…the difference between whats-hot and whats-not and most importantly, an astute discernment of one's own body type.
The result was Edjoe, an affair (quite literally) between fashion and art…a collection that confirms men look the way they really should look.