Meet the maker: Tejas Jain – The Glu Affair

In a world of ever-changing trends, it is often claimed that if you want your brand to stay relevant and in the mix, you must follow the vogue. Unless, of course, your name is The Glu Affair. Meet Tejas Jain — a 26-year-old IT engineer who started the brand with the aim of shattering that very mindset.

In a world of ever-changing trends, it is often claimed that if you want your brand to stay relevant and in the mix, you must follow the vogue. Unless, of course, your name is The Glu Affair. Meet Tejas Jain — a 26-year-old IT engineer who started the brand with the aim of shattering that very mindset.

Tejas, atop Mt. Fuji

“Trends are usually created by the brands at the top — which in turn spiral down and create a frenzy for everyone else,” says Tejas, who is also pursuing a chartered degree, Chartered Financial Analyst (CFA), Level II. “The Glu Affair (TGA) is an attempt to unpop the trend-led couture and propel self-expression to the fore of contemporary fashion.”

GLU, in fact, does stand for Gods Love Unpop. But what does ‘unpop’ actually mean?

“We define ‘unpop’ as anything that goes against everything that is a la mode — basically, against pop culture,” he says. “The brand was originally titled Get Laid Unpaid. The name caught on, but we faced some issues while getting the trademark for it. Everyone simply called it GLU all along, though, so the name just stuck!”

Tejas claims the brand focuses on designing theme-based collections. These themes may range from music, art-movements, and even food.“The brand intends to produce a product range that is tailored to stand out and create sustainable points of distinction in the market,” he says. “Originality and creative flair is of prime importance to us, and thus we choose to curate established and emerging contemporary illustrators and designers from across the globe and design each line in collaboration with them.”

And creative it definitely is. Their product range includes men’s tees, women’s tops, women’s dresses, and even socks. “Each product is a blend of trendy silhouette and premium fabric, whisked with curated illustrations to make it a perfect combination of style and substance,” he continues. “Unlike most indie brands, we choose to not just stick with the tried and trusted cotton fabric, but also experiment with materials like viscose, modal, grindle and many more to manufacture our products.”

Tejas says this helps TGA to play around with silhouettes of clothes while also offering more flexibility. “Apart from that, the brand has plans to launch eye frames and even dabble in lingerie.”

The brand is almost a year old now — although, had things gone differently, it probably would have ceased to exist. “I was supposed to go to the USA to do my MS in Financial Risk Management,” he explains. “But at the last minute, I decided to take a gap year and start TGA. I always wanted to do something with music after my band disbanded, and TGA offered the perfect opportunity to blend different art movements and the music I love.”

A great example of the same, Tejas says, is a boat neck top which interprets Porcupine Tree’s music with Picasso’s and Cézanne’s cubism. “As the idea developed, we decided to explore various other themes with different types of art movements. We create more basics these days than printed apparels, so we’re not binding ourselves to limitations — the ideas, after all, will evolve too as we grow by the day.”

Tejas also asserts that every TGA product undergoes a variety of washes and tests, including CPL and garment wash and tests for shrinkage, twisting, colour-fastness, and pilling.

So what’s next for TGA?

“Our target audience is 17 to 28 year olds. The people who buy our clothes vary from someone who’s a fashionista to your regular soul who has an eye for aesthetics and art — and of course, people who like to experiment too,” says Tejas. “In less than six months, the brand has sold more than 2000 units just through lifestyle events. People have deeply appreciated our products, and that has given us further impetus to evolve more in terms of quality and ideas.” The priority, though, is to increase the brand’s online and retail presence. “In near future, we plan to expand to all the possible online portals. Our socks range also gets released this month end.”

A sneak peek at TGA’s socks range

Finally, Tejas signs off by saying that the brand is aiming to introduce more themes and expand to a new product range. “And oh, landing a few kiosks in few malls in metros is also on the card!” he adds.

You can learn more about TGA and its amazing products here. We sign off with shots of happy TGA customers:

To read stories about all our makers click here.

Rameez Shaikh

Rameez Shaikh is a twenty-three year old writer. With a degree in journalism to his name, he's an aspiring author with an absolutely astounding admiration for alliteration. Leisure propels him to read, dance, pen fiction and gloat about himself in third person. On weekdays, he works as a features writer. On weekends, he's a Manchester United fan.

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