Sold their Home for Dreams: Go Devil’s Fashion Fight

Go Devil is not just a brand; it’s a story of a daughter and father duo (or as they call themselves, “bro and his angel”) who turned their dreams into reality. Specializing in hoodies, athletic sportswear, and their viral product—Coords—Go Devil has become a name synonymous with style, inclusivity, and quality. With prices ranging from ₹1,499 to ₹2,599 and an average price of ₹999, their products are designed to cater to a wide audience.

What sets Go Devil apart is their size-inclusive designs and their in-house manufacturing unit, capable of producing 5,000 units per day. Despite their impressive sales figures, the brand faces significant challenges, including financial losses that have pushed the founders to mortgage their house to keep the business afloat. Let’s dive deeper into the journey of Go Devil, their unique selling points, and the challenges they face.

The Journey of Go Devil: From Leather Exports to Fashion Empire

The story of Go Devil began long before its official launch in 2022. The father-daughter duo had a rich history in the business world, starting with leather exports to the USA in 1998. However, the 2008 economic downturn forced them to pivot, and by 2010, they shifted their focus to the garments business.

The Covid-19 pandemic in 2020 brought another setback, slowing down their operations. But in 2021, they decided to take a bold step and build their own brand—Go Devil. Their hard work paid off, as they achieved ₹5 lakhs in sales within the first month of launching their website. By 2022-23, their sales skyrocketed to ₹1.4 crores, and in 2023-24, they hit ₹2.4 crores in revenue.

Despite these impressive numbers, the brand is struggling with financial losses. The founders have had to take drastic measures, including mortgaging their house and taking loans worth crores to maintain inventory flow. This highlights the challenges of running a fashion brand, especially with the pressure to add multiple SKUs.

Go Devil’s Unique Selling Points: What Makes Them Stand Out?

Go Devil has carved a niche for itself in the competitive fashion industry. Their designs are their USP, offering a perfect blend of style and comfort. The brand’s focus on size inclusivity ensures that everyone can enjoy their trendy and fashionable products.

Their viral product, Coords, accounts for 50% of their sales. Priced affordably and designed with precision, Coords have become a wardrobe staple for many. The brand’s in-house manufacturing unit ensures top-notch quality, producing up to 5,000 units daily. This level of control over production allows them to maintain consistency and meet customer expectations.

Another key aspect of Go Devil’s success is their pricing strategy. With an average price of ₹999, their products are accessible to a wide range of customers. Whether it’s their hoodies, athletic wear, or Coords, Go Devil offers premium quality at affordable prices.

The Challenges of Running a Fashion Brand: Lessons from Go Devil

While Go Devil’s journey is inspiring, it also sheds light on the challenges of running a fashion brand. One of the biggest issues they face is the financial strain caused by adding too many SKUs. This has led to inventory management problems and significant losses, despite high sales figures.

To keep the business running, the founders have had to make personal sacrifices, including mortgaging their house and taking loans worth crores. This highlights the importance of financial planning and the risks associated with scaling too quickly.

Another challenge is maintaining quality while scaling production. Go Devil’s in-house manufacturing unit has been a blessing in this regard, allowing them to ensure consistency and meet demand. However, the pressure to innovate and stay ahead in the fashion industry is relentless.

Why Go Devil is a Brand to Watch in 2025…

Go Devil’s journey is a testament to the power of passion and perseverance. Despite the challenges, the brand continues to grow, thanks to its unique designs, size inclusivity, and commitment to quality. Their viral product, Coords, has become a fan favorite, and their affordable pricing makes them accessible to a wide audience.

As they navigate the ups and downs of the fashion industry, Go Devil serves as an inspiration for aspiring entrepreneurs. Their story reminds us that success often comes with sacrifices, but with determination and a clear vision, anything is possible.

Final Thoughts: Supporting Go Devil and Their Vision

Go Devil is more than just a brand; it’s a story of resilience, creativity, and family. By supporting Go Devil, you’re not just buying a product—you’re becoming a part of their journey. Whether it’s their trendy Coords, stylish hoodies, or athletic wear, every purchase helps them move closer to their goals.

If you’re looking for fashionable, size-inclusive, and high-quality clothing, Go Devil is the brand for you. Let’s celebrate their achievements and support them as they continue to make waves in the fashion industry.

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