Founder Abhishek Teri noticed that one generation was constantly being defined by assumptions. Gen Z was often described as impatient, distracted, or impossible to understand. Yet the more he observed how they expressed themselves, the more he realised those labels missed the bigger picture.
"They're not difficult to understand," says Abhishek. "They're simply more aware of what they want. They don't follow something because everyone else is doing it. They question it first."
That belief became the foundation of Underrated Club.
For Abhishek, the name was never just about standing out. "Underrated" represents people whose value isn't always recognised immediately. People who quietly keep building until their work speaks for itself. "Club" represents a community of people connected by that mindset. Together, the name reflects a generation that is often underestimated but continues to shape culture in its own way.
This philosophy naturally influenced the kind of brand Underrated Club would become.
Instead of chasing fast-changing trends or loud designs, the focus has always been on creating clothing that people genuinely enjoy wearing. Oversized t-shirts, premium denim, cargos, shirts, and everyday essentials are designed to balance comfort, quality, and versatility. The goal isn't to create pieces that disappear after one season but products that become part of someone's everyday wardrobe.
Abhishek believes this reflects how young consumers shop today.
"People often assume Gen Z buys everything they see online. Our experience has been very different. They're probably the most informed customers we've seen. They compare products, read reviews, notice fabrics, check the fit, and think carefully before spending their money."
That shift has changed the way Underrated Club approaches product development. Every collection begins with a simple question: Would someone actually want to wear this again tomorrow? If the answer isn't clear, the product goes back to the drawing board.
The approach has helped build something that every growing brand hopes for: trust.
Today, around 30% of Underrated Club's customers return to shop again. For the team, repeat purchases say far more than a one-time sale. They show that customers are satisfied with the quality, fit, and overall experience, making loyalty one of the brand's strongest indicators of growth.
The numbers reflect that trust. In FY26, Underrated Club recorded 400% year-on-year growth, with revenue increasing from ₹2 crore in FY25 to more than ₹10 crore. Denim, oversized t-shirts, and cargos emerged as the brand's best-performing categories, while Hyderabad, Mumbai, Bengaluru, and Pune became its strongest markets. The brand also recorded an average order value of ₹2,500, reflecting growing confidence in homegrown premium fashion.
For Abhishek, however, those milestones are the outcome of staying consistent rather than trying to be everywhere at once.
"We've never tried to build a brand that appeals to everyone. We've focused on building for people who value quality, comfort, and authenticity. When customers feel that a product genuinely delivers on what it promises, they come back. That's how trust is built, and that's been our biggest achievement."
The founder also believes Indian fashion is entering a new phase. Consumers are no longer choosing brands based only on logos or popularity. They're paying closer attention to quality, design, and whether a product fits naturally into their lifestyle. This has created space for homegrown brands that understand local preferences while offering products that meet global standards.
For Underrated Club, that shift is an opportunity to keep building with purpose rather than chasing short-term trends. As the brand expands into new categories, reaches more cities, and grows its customer base, the focus remains the same: creating products that people are proud to wear and confident enough to return to.
In many ways, the name still captures everything the brand stands for.
Underrated Club isn't about being overlooked forever. It's about believing that recognition follows consistency. It's about creating for people who define success on their own terms, trust their own style, and don't feel the need to fit into someone else's idea of who they should be.
Because sometimes, the people who are underestimated the most are the ones quietly shaping what comes next.
About Underrated Club
Underrated Club is a homegrown Indian streetwear brand built around quality, comfort, and everyday style. Known for its oversized essentials, premium denim, shirts, cargos, and modern streetwear staples, the brand creates clothing designed for real life. Every piece is made with a focus on strong fits, dependable fabrics, and long-term wearability. With a growing community across India, Underrated Club continues to make premium fashion more accessible while staying true to quality, comfort, and thoughtful design.
For more information, please contact:
Email: orders@underratedclub.com
Phone: +91 8600008201
Address: Plot 13/14, Ubale Nagar, Wagholi, Pune, Maharashtra 412207
