Incroy & Merv
Incroy & Merv is a New Delhi-based luxury menswear brand offering limited-edition, handcrafted clothing that blends fine craftsmanship with bold, expressive design.
Incroy & Merv — short for 'Incredibly Marvelous' — is a premium Indian D2C fashion brand founded in 2023 by Ankit Kumar and Ashish Kundra, based in Naraina, New Delhi. The brand was born from a vision to redefine luxury menswear with limited-edition collections that combine sophistication, cultural storytelling, and timeless elegance.
The brand's core offering centres on premium oversized t-shirts, cordsets, and graphic apparel for men — all made in India using breathable, high-quality fabrics. Each piece is deliberately produced in limited quantities, ensuring exclusivity and making every customer's style uniquely their own. Collections like 'SS26: Beyond Basics', 'Indian Paradise', 'Billionaire's Afternoon', and the 'Rebel Cordset' reflect the brand's philosophy of bold self-expression and individuality.
Selling exclusively through its own website, Incroy & Merv positions itself as a premium alternative to mass-market fashion — targeting men who value craftsmanship, exclusivity, and a distinct identity. With a growing social presence and regular seasonal drops, the brand is establishing itself as a credible name in India's fast-growing homegrown luxury fashion space.
The Problem
Indian men's fashion has long been dominated by fast fashion and repetitive, safe designs — offering little room for genuine self-expression or premium craftsmanship. Discerning men seeking exclusive, well-made clothing with cultural relevance and artistic identity have few homegrown options that combine luxury quality with limited-edition exclusivity.
Our Solution
Incroy & Merv offers meticulously curated, limited-edition clothing — primarily oversized t-shirts and cordsets — made in India from breathable fabrics, with designs that celebrate individuality, rebellion, and cultural heritage. By keeping production intentionally scarce, the brand ensures each customer owns something genuinely unique. Direct-to-consumer distribution through their own website keeps the experience premium and the relationship with customers personal.
Key Features
Limited-Edition Drops
each collection is produced in restricted quantities to guarantee exclusivity and uniqueness
Premium Breathable Fabrics
all garments crafted from high-quality, breathable materials designed for comfort and longevity
Made in India
every piece handcrafted domestically, celebrating Indian manufacturing and craftsmanship
Seasonal Collections
regular themed drops like SS26: Beyond Basics, Indian Paradise, and Rebel Cordset
Direct-to-Consumer
sold exclusively via the brand's own website for a premium, curated shopping experience
Cultural & Bold Design Language
graphic-forward prints and story-driven designs that celebrate identity and self-expression
Impact
Launched in 2023, the brand has established a loyal D2C following with multiple seasonal collections live and consistent new drops driving repeat engagement.