The moment I saw the images from the label The ROK, I made a mental note about how ‘forces’ were definitely a befitting name for the brand. There is a sense of audacity that shines through in the images and designs from this up-and-coming homegrown fashion label - from the slouchy elegance of their 'Boat Brunch Bag' to the beautiful construction of their 'Concrete Texture Flared Pants'

Founded by Komal Bundile, the brand describes itself abstractly as, “Rising from the ashes. The more you burn, the higher we rise.” The brand is based out of Amravati, Maharashtra. The name of the brand ‘The ROK’ which translates to ‘stop’ in Hindi, was inspired by the founder's dedication towards resilience - the kind she has observed in herself, and she knows she has imbibed from her father. She shares through her website about how her family are the ‘forces’ that power her and how her father's words “Beta, no one can ROK you. Let’s start again, and this time, we’ll do it with the strength of a storm,” inspired her to build The ROK.

The brand is a family affair through and through - while her father, as shared earlier, inspired her business philosophy of resilient strength, she refers to her mother as the heart of the brand and a source of unwavering support that has shaped her entire family. The founder’s brother Karan is a key driving force behind the brand, managing the legal, studio and operational aspects of the brand, while her sister Priyal is often the model and the resident financial expert. 

While they may talk about burning up the room with their force, they are anything but destructive - the brand's products are made to order, and follow a limited production approach. The brand features a number of products in a specific shade of Olive - a hue which represents health, inner peace and resilience for the people of ROK, and their core values of strength and perseverance. They also share their dedication towards ‘The Underground Theory’, which is the approach of working ‘underground’ to stay focused and disciplined. Komal through her website has shared how her years of behind-the-scenes toil is what has formed the foundation of the brand today. 

When it comes to design, the brand returns to the themes of strength, spirituality, authenticity and mindfulness. The brand’s debut drop was launched in early August 2024 and was called Drop 888 - The Unstoppable Force Collection. According to the brand, it is a powerful celebration of strength and individuality, while also a dedication to the spiritual significance of the number 888.

Each piece from the collection is carefully designed and crafted to reflect a sense of empowerment through its array of clothing and accessories. From tailored blazers and and pleated skirts to sophisticated vests and versatile bags - the collection is varied, yet cohesive. With its combination of neutral tones and bold shades, Drop 888 offers a timeless style that effortlessly transitions from day to night. The garments emphasize contemporary cuts, detailed tailoring, and a refined sense of modernity, making them perfect for both formal settings and casual outings.

From the Black Force Vest to their signature Brunch Boat Bags, each piece is stitched meticulously and treads the fine line between comfort and style, all while being relatively affordable. They are also crafted with the intent to fit into formal and casual settings and to adapt to the wearer’s personality style. 

Follow The ROK here.

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