Meet The Founders

Two sisters. One vision. Zero compromises.

In a market cluttered with print-heavy streetwear and fast fashion knockoffs, with Kreflct, we wanted to create something different - a brand built on attention to detail, bold self-expression, and the belief that luxury doesn't have to whisper. It can make a statement.

Behind this vision are sisters Khushiyaa and Disha, two Gen-Z founders who've combined their skills and shared passion into building Kreflct from the ground up.

The Spark

For Khushiyaa, fashion wasn't just a career choice - it was a calling that started in the 4th grade. While most kids were sketching cartoons, she was sketching outfits. That early passion led her to pursue Fashion Luxury and Lifestyle Design, but it was the gap in the Indian fashion landscape that sparked the idea for Kreflct.

"I wanted to wear loud stuff. Statement pieces that made people turn their heads when I walked by," Khushiyaa shares. "But I felt like so much in the market looked the same - just another logo, just another print. I wanted to create something that let people express themselves without screaming a brand name."

Khushiyaa wanted a space where streetwear could be more intentional. Where thoughtful construction, and unique silhouettes came together to create pieces that felt special. Not just clothes you wear - clothes that make you feel different.

And so, Kreflct was born. The name itself carries Khushiyaa's initial - the 'K' - a subtle nod to the founder's identity woven into every piece the brand creates.

Building Together

For Khushiyaa, the perfect team member turned out to be her younger sister, Disha.

Disha joined Kreflct with a background in Marketing. While Khushiyaa focused on design and product development, Disha brought structure, strategy, and a sharp understanding of what builds a community, not just a customer base.

"The sister dynamic just works," Disha explains. "We have our own areas of expertise, but because we're sisters, there's this unspoken understanding. When Khushiyaa's unavailable, I back her up. When I need creative direction, she's there. It's fluid, it's natural, and honestly? It makes the chaos manageable."

Their roles are distinct but complementary. Khushiyaa leads design, styling, and the creative vision - ensuring every piece reflects (or should we say, Kreflcts) the brand's ethos. Disha heads marketing and community building, crafting the narrative, connecting with the audience, and making sure Kreflct isn't just seen - it's felt.

From Ideation to Launch

Kreflct officially launched in October 2024, but the work started a full year before that. Months of sampling, sourcing, learning, and making tough decisions. And then came one of the biggest challenges - right before launch, we had to rebrand completely.

"We had to change the entire brand name before launch," Khushiyaa recalls. "It felt like starting over. But honestly? Everything happens for a reason. We love this name so much better. It reflects exactly what we stand for."

When launch day finally arrived, it felt surreal. Kreflct entered the market not with their original Statements Collection (jackets and pants), but with Diffusion - a collection of tees, shackets, and polos designed to introduce people to the brand without overwhelming them.

"Launching felt special because it was the first time we started something like this on our own," the sisters share. "It wasn't just about selling clothes. It was about putting our vision out into the world and trusting people would connect with it."

And slowly, people did.

The Community

Since launch, we've been grateful to connect with our community through pop-ups: Off n Weird in December 2024, Sisters Street in February 2025, and Lil Flea in April 2025. Each event has been a chance to meet the people who support us, hear their stories, and learn what resonates with them.

We've done three drops so far, and we're constantly learning and growing. The feedback has been incredible. We've been fortunate to have artists and creators reach out to us on their own, sharing how they connect with what we're doing. Every message from our customers just makes us so glad! "There hasn't been just one proud moment," Disha says. "There have been so many small wins. Every day, we feel like we're taking one step forward, but we also know there's so much more to learn and so much further to go. We just want to keep growing, day by day."

That's the Kreflct ethos in a nutshell - never settling, always evolving, and staying hungry.

What's Next?

We're almost a year in, and honestly, we're still figuring things out. We're learning with every new day. There's so much we want to do, so many ideas we're excited to bring to life.

We're building this step by step, and we're grateful for everyone who's been part of the journey so far - whether you've bought a piece, stopped by a pop-up, or just followed along online.

This is just the beginning. We're not here to rush the process. We're here to build something real, something meaningful, and something that reflects who we are - and who our community is becoming.

Want to be a part of the journey?
Follow @kreflct on Instagram for behind-the-scenes, upcoming drops, and everything that makes Kreflct what it is.

Because this is more than fashion. This is a reflection of who we are.