& casual wear
At a time when foreign jeans were sold in the Grey market, there wasn't any
other Indian brand that had an Indian fit and appeal. The need was to catch
western, cow boy imagery with an outdoor ruggedness catering to the Indian feel.
Since American buffalo is identified with ruggedness, the brand Buffalo was
born - a blend of Indian fit with western rugged feel. The logo had the buffalo
skull with horns, which was later copied by the competition.
The communication was designed for the youth with an attitude ! Hence the brand