Men’s and women’s casual wear brand Bewakoof has partnered with Google Cloud to create a line of t-shirts designed using Artificial Intelligence software GenAI. The business aims to harness Google Cloud’s machine learning capabilities to mix technology with fashion.
“We are excited to partner with Google to bring the power of GenAI to the hands of our consumers- enabling expression and personal connection,” said Bewakoof’s parent company Tmrw’s CEO Prashanth Aluru, Analytics India Mag reported.
Bewakoof will use Google’s AI tools to analyse what its shoppers want to purchase as well as wider industry trends. The brand will then generate t-shirt designs based on this learning.
“Our generative AI solutions, especially use of the latest Imagen model, provides the ideal foundation for Bewakoof to bring its creative image generation tool to life,” said Google Cloud India’s vice president and country managing director Bikram Bedi. “We’re excited to see the unique ways their customers will embrace this technology.”
Bewakoof is also expanding its accessories offering and launches an exclusive 500-piece sneaker design on June 15, the brand announced on Facebook. The ninja-inspired high-top sneakers feature pink laces and a futuristic design.
Headquartered in Thane and led by CEO Prabhkiran Singh, Bewakoof counts over 250 employees and a workforce of over 1,000, according to its website. The label has partnered with actor Ishaan Khatter as a brand ambassador and the business reported a loss of Rs 12.7 crore in the 2023 financial year, Inc42 Media reported on Linkedin.
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