Mufti is a popular men’s fashion brand in India that was started in 1998. Founded by Kamal Khushlani and owned by Credo Brands Marketing Limited, the brand is known for exclusive men’s clothing and footwear comprising jeans, t-shirts, joggers, athleisure, shorts, sweatshirts, blazers, and jackets. Over the years, the company has expanded its footprint in India and is known for its premium clothing range for men. The evolution of the Mufti logo is intertwined with the expansion of the brand and its commitment to expressiveness and individuality. The article delves into the evolution of the Mufti logo over the years.
The Genesis of the Mufti Logo (1998)
The brand Mufti was launched in 1998; after Mr & Mr, the first venture of the company was set in motion in 1992. The name “Mufti” signifies non-uniform wear and reflects a shift towards casual and expressive fashion. The initial logo was simple and aimed at conveying the essence of casual wear that appealed to self-assured individuals looking to make a fashion statement.
In its early years, Mufti’s logo was characterised by straightforward typography that emphasised the brand name in black and set against a white background. This design aligned with the brand’s philosophy of offering “alternative clothing.” It also resonated with the target audience—young men seeking to break away from traditional fashion norms. The logo served as a visual representation of the brand’s mission to provide comfortable yet stylish clothing options.
(2015-2018)
As Mufti expanded its product line and retail presence, there was a need for a more dynamic logo that could embody its evolving identity. In 2008, the logo underwent a redesign to reflect modern aesthetics while maintaining its core values. This new logo introduced more fluid lines and a contemporary font, symbolising the brand’s growth and ambition to resonate with a broader audience.
During this period, Mufti also began incorporating elements inspired by Mumbai’s vibrant culture into its branding. This connection to the city was essential in positioning Mufti as not just a clothing brand but as a lifestyle choice for urban men.
(2018-Present)
The latest iteration of the Mufti logo features a stylised bird derived from the Devanagari letter ‘M’, which represents both “Mufti” and “Mumbai.” This design encapsulates the spirit of freedom and expression that defines the brand. The bird symbolises aspiration and creativity and aligns with Mufti’s mission to inspire individuals to express their unique styles.
The wordmark “MUFTI” is written in a sans-serif typeface where the character glyphs were pointed and curved in the right places. The letter “U” has a thick left vertical bar, which goes progressively thin as it moves to the right side. Interestingly, the right vertical bar of the letter “U” does not meet the top bar.
This logo redesign coincided with the strategic expansion of Mufti into new markets and product categories, which include athleisure wear. The updated branding of Mufti reflects a commitment to innovation while honouring its roots in Mumbai’s creative landscape.
The Elements of the Mufti Logo
Font
The font used for the Mufti name has undergone changes to keep up with contemporary design trends. The current logo features a sleek, modern font that is easy to read and conveys a sense of sophistication. The font choice complements the brand’s focus on casual yet stylish menswear.
The Bird Symbol
The most recent iteration of the Mufti logo incorporates a stylised bird motif derived from the Devanagari letter ‘M’. This bird symbol represents freedom, creativity, and aspiration. Besides, it aligns with the brand’s mission to inspire individuals to express themselves through fashion. The bird is a visual metaphor for the Mufti man’s ability to soar above societal norms and embrace his unique style.
Colour
Mufti’s logo has primarily featured black and white colours and has occasionally used accent colours like orange. The black and white palette creates a timeless, elegant look that reflects the brand’s commitment to classic menswear with a modern twist. The use of accent colours, such as orange in the current logo, adds a touch of vibrancy and modernity to the design.
Symbolism
The Mufti logo is more than just a visual representation of the brand; it is a symbol of the brand’s values and aspirations. The bird motif, which has been derived from the Devanagari letter ‘M’, represents the brand’s roots in Mumbai and its connection to the creative spirit of the city. The logo as a whole embodies the brand’s mission to inspire men to express their individuality and embrace their aspirations.
The History of the Mufti
Mufti is a renowned Indian retail brand in menswear that has made significant strides in the fashion industry since its inception. Founded by Kamal Khushlani in 1998, Mufti has evolved from a small-scale operation into a prominent name in men’s casual wear. Today, it is recognised for its innovative designs and commitment to quality.
The eventful journey of Mufti began in 1992 when Khushlani launched his first brand, Mr & Mr, by focusing on men’s shirts. With a modest loan of ₹10,000 from his maternal aunt, Khushlani started his venture by personally managing the supply chain. He used to pick up fabric and deliver finished products on his motorcycle. His dedication paid off as Mr & Mr gained traction among boutiques, which led him to realise the potential for a more distinctive brand.
In 1998, he changed the name of his brand to Mufti. It was a name that signifies non-uniform wear and reflected a shift towards casual and expressive clothing. The brand aimed to appeal to self-assured customers who wished to make a fashion statement mirroring their unique personalities. The tagline “Mufti: Alternative Clothing” encapsulated this vision.
The growth trajectory of Mufti took off in the early 2000s as it expanded its product range beyond shirts to include denim, t-shirts, sweatshirts, and jackets. The introduction of stretched jeans in 1999 was particularly noteworthy, as it positioned Mufti as arguably the first Indian brand to offer this innovation in men’s fashion.
By 2014, Mufti had established a robust retail presence with over 1,400 multi-brand outlets (MBOs) and around 120 exclusive brand outlets (EBOs). The brand continued to grow steadily and achieved a projected turnover of ₹230 crores that year. This expansion was complemented by strategic marketing efforts and collaborations with well-known personalities like actor Kartik Aaryan, who became the brand ambassador in 2018.
Despite its success, Mufti faced challenges such as economic fluctuations and changes in consumer behaviour. The implementation of Goods and Services Tax (GST) and the demonetisation policy in India posed temporary setbacks. However, the brand adapted by focusing on its core menswear offerings. It even explored women’s apparel for a brief period before refocusing exclusively on men’s fashion.
Kamal Khushlani emphasised that Mufti’s strategy was not solely based on population metrics but also on the purchasing power of different regions. This insight led to the brand’s successful expansion into Tier II and III cities across India.
In recent years, Mufti has continued to innovate by expanding into athleisure wear and footwear. In December 2018, the brand introduced a line of men’s shoes, thereby further diversifying its product portfolio. As of now, Mufti operates over 300 EBOs and is present on major e-commerce platforms. It maintains a commitment to quality without offering excessive discounts.
Looking ahead, Mufti aims to strengthen its position as a global brand with Indian roots. The company is focused on expanding its retail footprint both nationally and internationally. In doing so, it aims to maintain its identity as a lifestyle brand that resonates with modern consumers. With aspirations to reach around 300 EBOs across India, Mufti is poised for continued growth in an increasingly competitive market.
Interesting Facts About Mufti
- The founder of Mufti, Kamal Khushlani, a trained fashion designer, had borrowed Rs. 10,000 from his maternal aunt to start his business. He began by starting the Mr & Mr Company in 1992 with a focus on manufacturing shirts for men.
- The name “Mufti” has been derived from the Indian Army and stands for casual dressing as opposed to the uniform.
- Mufti is owned by Credo Brands Marketing Limited.
- In the early days, Kamal Khushlani used to work for a cassette company to help his family.
- In the initial days of the company, Kamal used to carry loads of cloth on his bike to the workshop and then to the market to sell. In fact, he used to sell clothes by placing a suitcase on his bike.
- Initially, Kamal Kushlani turned his house into an office and warehouse, as he did not have the money to pay the office rent.
- Mufti is the first Indian brand to make stretched jeans.
- The main competitors of Mufti are Reliance Retail and Tata’s Westside, among others.
- Mufti owns 379 brand stores, 1400 multi-brand outlets, and 120 large format stores.
- Mufti gets its raw materials from various Indian fabric mills, such as Arvind mills, Mafatlal, KG Denim, and NSL.
- Mufti employs more than 600 employees directly and more than 2000 indirectly.
- Actor Kartik Aryan has been the first brand ambassador of Mufti since 2018.
Finally
The Mufti logo has evolved over the years, but its core elements have remained consistent. The brand name, typography, bird symbol, colour palette, and underlying symbolism work together to create a distinctive and memorable logo that resonates with the brand’s target audience. As Mufti continues to grow and innovate, its logo will undoubtedly adapt to reflect the brand’s changing identity. At the same time, it is likely to remain true to its foundational values of self-expression and individuality.