Deployed (erstwhile Aero Armour): From Defence Inspiration to a Global Lifestyle Brand

“Deployed is built for those who are always mission-ready,” said Anish Agarwal, Founder of Deployed. “It reflects the spirit of people who climb mountains, conserve wildlife, serve the nation, or simply live boldly in everyday life. It is more than a brand, it is a way of belonging.”

The company’s reach has expanded into mainstream culture as well, with MS Dhoni and Akshay Kumar wearing its apparel. Collaborations with the Himalayan Mountaineering Institute (HMI) and Wildlife SOS have reinforced its role as a brand authentically tied to adventure and conservation.

Recognition from industry peers has strengthened its position. The company has been honoured with titles such as Most Admired eCommerce Company of the Year (Fashion and Lifestyle Menswear), Emerging Brand of the Year, and Most Admired D2C Brand of the Year (Activewear X Casualwear). These accolades come alongside impressive traction, including ₹5.5 crore in sales within just 20 days, and a loyal base of over 500,000 customers.

Now valued at more than ₹125 crores (approx. $15 million), Deployed is expanding from defence-inspired clothing into the global lifestyle space. Its range of t-shirts, polos, hoodies, and tactical outerwear is designed with durability, precision, and storytelling at its core connecting with consumers who want more than fashion, but a statement of resilience. “Adventure is not just about climbing mountains, it is about how you live every day,” Agarwal added. “Deployed is about wearing your courage, your pride, and your spirit of resilience. It is apparel that moves with you, wherever your journey leads.”