Aiyo
AIYO is a Tamil-inspired fast-fashion brand that blends quirky streetwear with cultural roots. From tees to denim, it celebrates playful self-expression over boring basics pocket-friendly, rugged, and made for Gen Z to wear their loudest “AIYO!” out loud.
Year: 2025
Industry: Fashion and lifestyle
Services: Branding Layout Illustration
Concept
AIYO is a fast-fashion brand born from the pulse of Tamil culture — loud, playful, dramatic, and beautifully chaotic. The brand takes the everyday expressions of the South, like the iconic “aiyo,” and transforms them into wearable stories. Inspired by the colours of auto-rickshaws, the symmetry of kolams, the bold charm of truck art, and the cheeky energy of Tamil slang, AIYO creates apparel that feels local, youthful, and defiantly expressive.
For who
Built for Gen Z, the brand values quirky style over plain comfort while still keeping everything easy to wear, rugged, and pocket-friendly. AIYO breaks stereotypes around what “Indian fashion” should look like — mixing cultural nostalgia with modern streetwear. Affordable, accessible, and rooted in identity, AIYO lets you wear your attitude, your humour, and your roots on your sleeve.
