Virat Kohli’s Style Empire: How Wrogn Became a Game-Changer in Youth Fashion

by YOUxTalks | Mar 22, 2025 | Business

Virat Kohli is not just known for his records on the cricket field, but also for his off-field swagger. Among his many entrepreneurial ventures, one of the most prominent is Wrogn, a youth fashion brand that reflects his bold and edgy personality. Launched in 2014, Wrogn has carved a niche in India’s fast-growing fashion market, especially among the millennial and Gen Z crowd.

The Birth of Wrogn

Wrogn was co-created by Virat Kohli in collaboration with Universal Sportsbiz Pvt Ltd (USPL), a fashion retail startup founded by Anjana Reddy. The idea behind Wrogn was to challenge the conventional and offer something quirky, rugged, and raw—much like Kohli’s own persona.

The name “Wrogn” itself is a play on the word “wrong,” symbolizing the courage to be different and go against the norm.

Brand Philosophy: Be Unconventional

Wrogn targets fashion-conscious Indian youth who love to express themselves. Its designs are bold, irreverent, and meant to make a statement. The brand promotes the idea that it’s okay to be different, and that fashion is about attitude, not just clothes.

From slogan tees and distressed denim to urban streetwear, Wrogn offers apparel that blends comfort with confidence.

Virat Kohli’s Role and Influence

Kohli’s active involvement in Wrogn goes beyond being just the face of the brand. As a co-creator, he influences campaigns, collections, and product design. His personality, athleticism, and fame have helped position Wrogn as not just a fashion label, but a lifestyle.

Over the years, Kohli has featured in bold ad campaigns for Wrogn, and the brand’s social media buzz often overlaps with his cricketing milestones.

Retail Presence and Expansion

Wrogn started as an online-first brand, selling through Myntra, Flipkart, and Jabong. But it quickly expanded into offline retail, now being available in more than 250+ department stores including Shoppers Stop and Pantaloons, and several exclusive brand outlets (EBOs) across India.

It also launched a partnership with Aeropostale for store-in-store experiences, and even experimented with interactive tech-driven outlets.

Brand Collaborations and Campaigns

Wrogn has worked on several high-impact marketing campaigns. Notably, the Wrogn Auditions campaign allowed fans to engage with the brand through video-based auditions for Wrogn-themed fashion walks and contests. Their taglines often echo rebellion and originality—like “Own The Wrogn.”

In 2019, Wrogn even partnered with Disney’s Avengers: Endgame for a limited-edition Marvel collection, proving its pop culture relevance.

Standing Strong in a Competitive Market

Despite tough competition from global brands like H&M and Zara, Wrogn has managed to retain a loyal base. It’s one of the rare Indian brands that’s been able to hold its own in the youth fashion market, thanks to its strong brand image and Kohli’s enduring popularity.

Even during market slowdowns, Wrogn maintained steady sales, driven by online channels and influencer marketing.

With Virat Kohli still a leading sports icon and a growing brand ambassador for new-age businesses, Wrogn continues to evolve. The brand is expected to enter sustainable fashion, and may explore international markets in the near future.

Kohli’s commitment to personal style and brand building ensures Wrogn remains more than just a clothing label—it’s a statement of identity.

Wrogn isn’t just about clothes. It’s about breaking rules, being unapologetically bold, and owning your identity—values that mirror Virat Kohli himself. As the brand grows, so does its cultural impact, proving that in the world of fashion, being “Wrogn” is absolutely right.