DigiStreet Wins Branding & Marketing Mandate for SBC Exports’ F-Route Fashion Label

DigiStreet secures branding and marketing mandate for SBC Exports’ F-Route, launching “Uniquely You” repositioning with refreshed logo and identity celebrating individuality in Indian fashion.

New Delhi-based marcom agency DigiStreet Media has won the branding and marketing mandate for SBC Exports Ltd’s fashion label F-Route, executing a comprehensive brand revamp anchored in the positioning “Uniquely You”. The publicly listed textile major with 30+ years expertise selected DigiStreet to transform F-Route’s identity across digital and physical touchpoints.​

The overhaul features a refreshed logo where the elevated “U” emphasizes consumer individuality, complemented by a plus-shaped icon symbolizing F-Route as the perfect style companion. Bold visual elements and a new tagline celebrate self-expression across men’s, women’s, and kids’ apparel, aligning with India’s youth-led fashion momentum.​

Govindji Gupta, SBC Exports MD, called this “more than a design change” – a strategic unlock for brand equity, consumer loyalty, and shareholder value in the fast-growing apparel market. Backed by robust manufacturing in Mirzapur and Sahibabad, F-Route positions as affordable, quality-driven fashion that adapts to consumers rather than dictating trends.​

Darpan Sharma, DigiStreet CEO & Strategist, emphasized translating F-Route’s inclusivity philosophy into a versatile identity system resonating across demographics and platforms. The mandate covers online/offline presence management, supporting SBC’s retail and e-commerce expansion roadmap targeting modern, expressive Indian shoppers.