Sharing the spotlight with his superstar father Shah Rukh Khan, Aryan Khan makes his Middle East debut exclusively with L’Officiel Arabia for the launch of D’YAVOL. This global luxury collective introduces an innocent fusion of luxury streetwear, premium spirits, and curated lifestyle experiences through its brands: D’YAVOL, D’YAVOL X, and D’YAVOL AfterDark. Together with co-founders Leti Blagoeva and Bunty Singh, Aryan is set to redefine modern luxury for a new generation.

 

 

 

Delna Mistry Anand: Growing up with one of the world's most recognizable figures, how has your father’s presence shaped your mindset, as both an entrepreneur and a fashion innovator?

 

Aryan Khan: While being an actor is my father’s primary profession; what I feel sets him apart from most is his diversification into other fields, whether it is sports, VFX, or film and television production. Even though I use the words “primary profession” for his role as an actor, my father would see all his various roles with the same dedication and passion. Giving a hundred precent to everything you do no matter how big or small, is what my father has imbibed in me. And as an entrepreneur and a fashion innovator I aspire to be rigorous, meticulous and extremely detailed about everything.

 

Delna: In what ways has your exposure to global cultures influenced your personal aesthetic and the philosophy behind D'YAVOL?

 

Aryan: I’ve been fortunate enough to have had quite a broad exposure to the world having done school in the UK and college from the States, and of course having lived most of my life in India. Therefore, when it comes to my taste in film and other avenues in general, there aren’t too many cultural barriers, which allows me to have a very universal approach to anything I do.

I feel this permeates into all the work I do and makes it universally appealing (that’s the goal at least!) At D’YAVOL we are also quite a diverse team, so this mix of nationalities and perspectives feeds into what we do on a daily basis. I personally feel that creative inspiration can come from the most unexpected places, and the trick lies in harnessing it as and when it strikes. We have really talented teams that contribute tremendously to capturing the genesis of an idea and transforming it into tangible products and experiences.

 

Delna: You’ve crafted a personal style that merges youthful streetwear with luxury, which could be seen as opposing worlds. What inspired you to create a brand around this fusion, and who do you see as your ideal customer?

 

Aryan: Our ideal customer is someone that understands luxury, but is also seeking out a more modern, high end but casual product. I don’t think streetwear is opposed to luxury. For me, streetwear is an aesthetic, whereas the luxury element comes from the materials, treatment and finishing elements which we integrate into our products. We don’t mass produce our products, and everything that goes out from the brand is something that I would personally wear – that’s something I insist on. So, it’s not about shipping out a new design every week or just being exclusive in name, but about genuinely challenging ourselves to produce great products that resonate with our customers. 

 

Delna: How does Dubai’s vibrant culture align with D'YAVOL’s vision, and what made this city the ideal choice to launch your brand?

 

Aryan: Dubai is a gateway to the world, not just in terms of culture and trends, but also in terms of its multicultural population, apart from being a global business hub, which is what makes it perfect for a brand like ours. As you might know, it’s also one of our favourite destinations as a family and all of us frequent the city throughout the year. There really is no more apt place that I can think of; Dubai has an appreciation for the finer things in life, and people here are also willing to embrace new things.

 

Delna: What are the distinct strengths of all the cofounders of the brand, and what is the collaborative dynamic that drives D'YAVOL’s vision forward?

 Aryan: My father is perhaps one of the smartest marketing minds, apart from being deeply connected to audiences and is himself a global fashion trendsetter. He is also extremely levelheaded and always makes us take a step back and look at the bigger picture, when we are stuck in the weeds.

Leti is our organizer in chief and does her best to keep bringing method to our madness. She has a very diverse background across multiple industries and geographies, which gives her a very different perspective to what the rest of us have.

Bunty is not only a close friend but is in many ways the central hub that keeps all the various strands of our operation together and aligned. He is extremely good with people and has built a superstar team for us.

 As for myself, I am quite a visual person, so I can perhaps give myself credit for the creative representation of our brand. I direct and conceptualize all the ads. I also work very closely with the designers on each and every design until I am satisfied with it.

 

 

Delna: So, when and how can we get our hands on the latest drop from D’YAVOL X?

Aryan: D’YAVOL X operates on a ‘drop’ model, with limited release capsule collections throughout the year. Our next collection will be out in November or early December. We only retail through our own website www.dyavolx.com and given that we tend to sell out very quickly, those who are interested should make sure to stay tuned and follow us on social media to ensure that they don’t miss the drop!