SBC Exports has unveiled a refreshed brand direction for its apparel label F-Route, appointing independent marcom agency DigiStreet Media to lead its branding and marketing mandate.
The revamp is part of the company’s broader strategy to strengthen its consumer-facing fashion business. With the new positioning and tagline ‘Uniquely You’, F-Route is focusing on individuality and self-expression in everyday style.
The company stated that the refreshed identity reflects evolving consumer expectations in India’s fashion retail space, especially among younger audiences looking for affordable and expressive clothing. The repositioning is designed to better align the brand with shifting retail and style trends.
“This is more than a design change, it’s a step toward unlocking long-term brand equity, consumer loyalty, and shareholder value,” said Govindji Gupta, Managing Director, SBC Exports. “F-Route has always stood for adaptability and inclusivity. With a revamped digital & offline presence, we are making that statement clearer, louder, and more relevant to today’s fashion-conscious consumers.”
DigiStreet Media led the brand architecture and creative strategy behind the transformation. The updated identity introduces new visual elements that celebrate individuality and inclusivity across age groups and fashion preferences.
“In today’s fashion landscape, self-expression is everything,” said Darpan Sharma, CEO & Strategist, DigiStreet Media. “Our creative approach was to translate F-Route’s philosophy into a versatile identity system that resonates across demographics and platforms. ‘Uniquely You’ isn’t just a tagline, it’s a promise that the brand will always empower individuality.”
F-Route caters to men, women, and children and is backed by SBC Exports’ manufacturing facilities in Mirzapur and Sahibabad. The company noted that the rebrand supports its larger expansion plans across both retail and e-commerce channels.
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