Where Has Freakins Gone? The Uncertain Future of a Creator-Led Fashion Brand

Freakins, the Mumbai-based denim and fashion brand that gained popularity among Gen Z shoppers through its experimental designs and creator-driven marketing, appears to be experiencing operational challenges. Recent developments, including closed retail outlets, unsuccessful website payments and inactive social media accounts, have raised concerns about the brand's current business status.

According to observations by The Creators Index, Freakins' website continues to display products, but customers have reportedly faced difficulties completing purchases. Several product listings on Myntra are also marked out of stock. Meanwhile, the brand's Instagram account has not published new content since August 2026.

Physical retail operations have also come under scrutiny. Freakins outlets in Mumbai's Bandra and Kurla areas were found closed during checks. However, it remains unclear whether these closures are temporary or indicate a larger disruption to the company's operations. The brand has not officially announced a shutdown.

From a Fashion Startup to a Creator-Led Brand

Founded in 2021 by Shaan Shah and Puneet Sehgal, Freakins built its identity around trendy denim, experimental fashion and clothing designed for younger consumers. The company expanded its product range across more than 35 categories, selling through its own website and online marketplaces.

One of the biggest factors behind Freakins' visibility was its approach to influencer marketing. Instead of limiting collaborations to conventional sponsored promotions, the brand partnered with popular creators to develop collections inspired by their personal styles and online communities.

Its collaborations included creators such as Apoorva Makhija, popularly known as The Rebel Kid, Uorfi Javed, Sakshi Keswani (Being Suku), Saurabh Ghadge and Nidhi Kumar (NKD). These partnerships helped the brand connect with digital audiences and build a recognisable identity in India's competitive fashion market.

How Influencer Marketing Helped Freakins Grow

Freakins also experimented with unconventional marketing campaigns that brought creator culture beyond social media platforms.

In 2023, the brand featured creators Tarini Shah and Agastya Shah on a billboard at Mumbai's Haji Ali Junction. Another campaign, executed with Finnet Media, showcased reels from 14 creators on billboards near Dadar's Tilak Bridge. The campaign reportedly generated over 20 million views.

The company also conducted a three-month influencer campaign involving 132 Instagram creators. Such initiatives demonstrated how Freakins used creator partnerships, offline visibility and digital engagement to strengthen brand awareness.

Funding, Revenue and Financial Challenges

Freakins attracted investor interest and reportedly raised more than $7 million from investors, including Blume Ventures and Matrix Partners India. The brand also appeared on the second season of Shark Tank India, bringing additional visibility to its business journey.

However, its financial performance reflected a combination of strong revenue growth and continuing losses. According to Inc42's database, Freakins recorded approximately ₹72.5 crore in revenue during FY25, representing nearly 160% year-on-year growth. At the same time, the company reported a net loss of around ₹21 crore.

Earlier reports in September 2025 also suggested that the company had laid off approximately 10% of its workforce. While these developments provide some financial context, they do not independently explain the current disruption in its retail and online operations.

What Does This Mean for Customers and Creators?

The uncertainty surrounding Freakins raises several questions for its customers, employees and creator partners. Customers may be concerned about pending orders, refunds, returns and customer support. Creators who have previously collaborated with the brand may also be looking for clarity regarding ongoing partnerships and payments.

However, there is currently no verified information confirming whether creator contracts or outstanding payments have been affected. Similarly, the company's corporate registration status does not necessarily indicate whether its stores and online sales operations are functioning normally.

What Lies Ahead for Freakins?

The current situation has placed Freakins' future under scrutiny. A brand that once stood out for combining fashion, influencer culture and Gen Z marketing is now facing questions about its operational continuity.

While closed outlets, unsuccessful checkout attempts and prolonged social media inactivity suggest a possible business disruption, they are not sufficient to establish that the company has permanently shut down.

The Creators Index has sought clarification from individuals associated with the company, but Freakins has not yet confirmed a formal shutdown or provided a timeline for resuming regular operations.

For now, the future of Freakins remains uncertain. Whether the brand is undergoing a temporary pause, restructuring its business or preparing for a larger comeback remains to be seen.