About Us

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In a world where menswear often feels like an afterthought, Now I Won rewrites the rules.
Born from a love for timeless fabrics, subtle individuality, and unapologetic confidence, we craft essentials that are anything but ordinary.
Every design, every piece, every stitch is a quiet nod to luxury and a celebration of self.
Because style isn’t worn, it’s won.

The Founders' Lounge

"I came up with the name 'NOW I WON' way before it all started. In a world where nothing feels exciting anymore and everything feels the same, I wanted to create winners.

Otherwise, I'm just a boy, who takes fashion advice from his girl."

Sheel Bhansali

"The lack of choices for me to shop for the important men in my life, really started getting on my nerves. And just then, I decided to start a venture where we don't just sell clothes, we create identities.

Just a girl, who loves dressing up her boy."

Esha Thakrar

NIW 1 NIW 2 NIW 3

Limited Editions

We keep collections intentionally small. No mass runs. No fast cycles. Every collection is limited so your piece stays rare, thoughtfully made, and unmistakably yours.

Responsible Fashion

Responsible fashion means deliberate sourcing, careful production runs, durable construction, and repair-friendly design. Every Now I Won piece is meant to be owned, not replaced.

Crafted with Purpose

We give fabrics a second life. Upcycled sources are blended into our staples to reduce waste and reframe what luxury can be. This commitment aligns with UN SDG 12 Responsible Consumption and Production.

How It All Started

We began because we were tired.

Tired of menswear that felt like copies of copies.

Tired of the one-size-fits-none wardrobe.

Our Mission

Our mission is to expand the culture of menswear wardrobes by redefining quiet luxury menswear in India.
Making every man feel exclusive, effortless, and like a winner in his own skin.

Our Vision

To become India’s most trusted name in quiet luxury menswear, inspiring a generation of winners.
Redefining what it means to dress like a winner.

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