CNN Central News & Network–ITDC India Epress/ITDC News Bhopal: House of Sause, an innovative and premium streetwear brand originating from Tamil Nadu, officially launched its cutting-edge 3D website in Singapore. This milestone event marks a significant leap forward in the fashion industry, combining physical and digital experiences to create a unique ‘phygital’ shopping journey for customers. The launch was inaugurated by renowned actor Jiiva.
House of Sause, founded by 25-year-old Akhilesh Ashok from Salem, Tamil Nadu, a Loyola College graduate, has rapidly gained attention for its trendsetting designs and fresh approach to streetwear. The brand made its global debut in Lombardy, Milan, Italy, on August 31, 2022, where Akhilesh introduced his brand through a dynamic street fashion show.
Sause currently has 8 designs in different styles and has sold more than 3000 pieces across 6 countries (Italy, France, UK, Amsterdam, Singapore and Canada) in the last 18 months. The collection starts from ₹2999 in India and $79 outside India. Sause plans to venture out and launch in Dubai and Australia very soon.
House of Sause has partnered with Chennai-based tech startup Imersive.IO Private Limited to leverage advanced technologies such as artificial intelligence (AI) and 3D commerce to offer an immersive and interactive shopping experience. The unique technology behind the website allows customers to explore the brand’s latest collections in a fully interactive 3D environment.
The debut collection from House of Sause includes a range of stylish oversized tees, deconstructed hoodies, and exclusive collaboration merchandise. The brand has already attracted the attention of several celebrities, including MS Dhoni, Ruturaj Gaikwad, Anirudh Ravichander, and Shruti Haasan, who have been spotted wearing its designs.
A standout feature of the House of Sause collection is the integration of QR codes into the garments. When scanned, these codes lead customers to an Instagram filter that interacts with the unique designs on the clothing. “For instance, when a customer matches the design on a t-shirt with the filter, a dragon emerges, breathing fire and enhancing the ‘phygital’ experience. This innovative approach not only adds an element of fun but also turns each piece into a limited-edition art collectible,” Akhilesh Ashok explained.
Roshan Raju, CEO of Imersive.IO Private Limited, elaborated on the technology, stating, “Our goal is to revolutionize the shopping experience by offering something beyond the traditional 2D websites. With our 3D website, customers can enter a virtual world where a dragon guards the latest collab drop, accessible on any device, from phones to desktops to VR headsets. Additionally, customers can bring an augmented reality-powered mannequin into their space to see how the products would look in real-time, all from the comfort of their home.”