Rehan Babu

A. Rehan Babu Avala • Founder of CHERD (Creative House for Exclusive Rare Designs)

Rehan Babu is the founder of CHERD, an Indian creator-led fashion platform dedicated to bridging independent visual artists and streetwear designers with luxury manufacturing, ethical apparel production, and sustainable commercial royalties.

Our Story Explore Drops Designer Guidelines

The Genesis

Why I Built CHERD

Growing up with a passion for streetwear and contemporary design, I noticed an unforgiving paradox in the apparel industry. Thousands of exceptionally talented graphic designers, illustrators, and visual artists publish groundbreaking artwork daily on digital platforms, yet almost none of them have an accessible path to translate their art into physical, wearable fashion.

Traditional apparel production requires massive capital investments: high Minimum Order Quantities (MOQs), expensive inventory storage, complex screen printing setups, logistics headaches, and the constant fear of unsold deadstock. Most creative minds simply cannot take that financial gamble.

I founded CHERD (Creative House for Exclusive Rare Designs) to demolish those barriers. My vision is simple: an artist should only need to create. CHERD absorbs every operational friction point — high-density screen printing, Direct-to-Garment (DTG) tech, luxury 240–280 GSM combed cotton blanks, custom packaging, global fulfillment, and customer support — while providing creators with a fair, predictable commercial model.

The Blueprint

Solving Real Problems for Creators

The core principles driving every architectural and operational decision at CHERD.

Flat 20% Gross Royalties

Rather than offering complex net margins or pennies on the dollar, CHERD gives designers a clear, flat 20% royalty on the full retail price of every garment sold. A ₹5,395 tee instantly earns the artist ₹1,079.

Full Intellectual Property Retention

Independent designers retain 100% of their copyright and moral rights. CHERD operates as a non-exclusive publishing and production licensee. Creators remain the rightful owners of their craft.

Zero Inventory Risk for Artists

No upfront capital. No ordering 500 blanks. No cardboard boxes piled in living rooms. CHERD manages demand forecasting, small-batch ethical manufacturing, and on-demand replenishment.

Global Expansion from India

Starting with India's rich textile heritage and explosive streetwear culture, our long-term roadmap establishes cross-border fulfillment to connect Indian and global artists directly with streetwear collectors worldwide.

Long-Term Commitment

Building an Authentic Creative House

CHERD is not a fast-fashion brand or a drop-shipping print mill. Every garment we release is curated for weight, silhouette, and artistic storytelling. As founder, my commitment is to uphold the highest ethical manufacturing standards, maintain transparent royalty payouts, and build a platform where artists are celebrated with the same prestige as established luxury fashion houses.

“When an independent artist earns their first royalty check from a garment someone is proudly wearing on the street, that is when the fashion industry truly changes.”— Rehan Babu, Founder of CHERD

Public Identity & Verification