Aryan Khan, Shah Rukh Khan’s son has something new up his sleeve. On Tuesday, Aryan Khan announced that he is launching a ‘lifestyle luxury collective’ brand.

Aryan wrote in his post, “It’s been nearly 5 years since the conception of this lifestyle luxury collective. D’YAVOL is finally here.” Just a few days after unveiling his first project as writer and creator of a wed series for Red Chillies Entertainment, Aryan shared this post.

Aryan’s post featured his partners Europe based family friends Leti Blagoeva and Bunty Singh. They have launched a single estate, single-grain vodka sourced from Poland. In an interview with Vogue, Aryan said the idea came to him years ago, when he was a student in USC in California. He aims at launching apparel and beverage as well though the boat is set to float with the launch of a vodka line. He wants to soon move to launch luxury wardrobe staples like T-shirts, hoodies, jackets and blazers with a twist synonymous with the brand.

He adds, “My parents are extremely encouraging about the new venture. When you know what you’re passionate about, you can make it your business. Because then the business isn’t your business anymore, it’s personal. And when business is personal, that’s when it flourishes.”

Talking about working on his new venture, he is extremely swamped but in a good way. He’s enjoying it and sleeps only about 4-5 hours a day. He has collaborated with the Indian arm of the world’s biggest brewer AB Inbev that sells Corona and Budweiser beer. It’ll be retailed for Rs. 4000-6000 across Maharashtra, Goa and Karnataka.

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