HERE&NOW
Myntra · India
HERE&NOW is a trend driven casualwear brand owned by Indian fashion e-commerce platform Myntra. It targets young Indian shoppers and launched a Fairtrade certified cotton line in 2022.
| Owner | Myntra |
|---|---|
| Type | Casualwear private label |
| Fairtrade line | Launched September 2022 |
| Target | Gen Z and millennials |
| Website | myntra.com |
What is HERE&NOW?
HERE&NOW is an in-house casualwear label of Myntra, the Indian online fashion platform. It is positioned as a trend driven brand that reflects the fashion sensibilities of young Indian consumers, particularly fashion forward Gen Z and millennial shoppers.
Products and positioning
The brand focuses on everyday casual clothing at accessible prices. In September 2022 Myntra launched a sustainable line for HERE&NOW made from cotton sourced through a Fairtrade certified supply chain. The line started with more than 100 styles of men's T-shirts, with plans to grow past 250 styles and add women's T-shirts and athleisure.
- Casualwear for young consumers
- Fairtrade cotton T-shirts
- Planned women's and athleisure extensions
Myntra described the brand as the first e-commerce label of scale in India to partner with Fairtrade, with a goal of sourcing at least 110 tonnes of Fairtrade approved cotton.
Distribution
HERE&NOW is sold on Myntra, including its Myntra for Earth store dedicated to more sustainable fashion.
Why it matters
The label shows how Indian platforms use private brands to build price led ranges and test sustainability claims at scale.
Frequently asked questions
Who owns HERE&NOW?
HERE&NOW is an in-house brand of Myntra, the Indian fashion e-commerce platform.
What does HERE&NOW sell?
It sells casualwear for young shoppers, including a line of men's T-shirts made with Fairtrade certified cotton.