Blog
Asort Experience Centre: Inside Gurugram’s First Fashion Experience Hub
Reviewed by Asort Amit Business wala | July 27, 2026
If you’ve searched for “Asort Experience” and expected another retail store listing, you’re in for something different. Asort hasn’t opened a shop in Gurugram. It has opened something it calls an Experience Centre, and the distinction actually matters.
This guide explains what the Asort Experience Centre is, why it exists, which brands it showcases, and what makes the whole concept different from a regular store visit.
Short answer: The Asort Experience Centre is Asort’s first-ever physical space in Gurugram, designed not as a retail store but as a place where fashion-conscious visitors can see the design and creation story behind Asort’s six in-house brands. It showcases ABG, EarthyScent, Mr. Huffman, Ifazone, Kuefit, and Solasta, each launching 200+ new products every week, delivered across 14,000+ pincodes in India.
What This Guide Covers
- What the Asort Experience Centre actually is, and what it isn’t
- Why Gurugram was chosen as the location
- The six brands showcased inside the centre
- What makes the Asort Experience Centre different from a store
- The company’s stance on animal-friendly, no-leather products
- A founder’s perspective on why this space was created
What Is the Asort Experience Centre?
Asort has proudly launched its first-ever Experience Centre (EC) in Gurugram, and it is deliberately not built as a retail outlet. Instead, it functions as a platform for a design-curious generation that wants to understand a product beyond simply buying it.
The idea is straightforward: most shoppers only ever see the final product on a rack or a screen. The Asort Experience Centre reverses that. It gives visitors a full-fledged view of the back-end story of every fashion product created under the Asort umbrella, starting from the basic design idea all the way to the finished piece.
For anyone who has ever wondered “how does this trend actually get made,” this is exactly the space built to answer that.
Why Gurugram?
Asort didn’t pick this location randomly. Gurugram is described as the first cyber city of India and a millennium city that already functions as a hub for jobs, ambition, and people chasing their dreams. Asort’s Experience Centre is positioned as one new address within that landscape, specifically built for fashion enthusiasts rather than general shoppers.
In a city known for fast-moving careers and a young, trend-aware population, an Experience Centre focused on design and trend creation fits naturally into Gurugram’s existing identity.
The Six Brands Inside the Experience Centre
The Asort Experience Centre showcases six labels, and each one carries a distinct identity rather than repeating the same style under different names.
ABG stands for “Another Bad Generation” and caters to streetwear, with the goal of making street-inspired fashion mainstream in India.
EarthyScent promotes Indian crafts and textiles, transforming traditional elements into silhouettes and styles acceptable to modern Indian men and women.
Mr. Huffman is a premium menswear brand, known for apparel that is meticulously and elegantly crafted to add an extra dimension to the modern man’s closet.
Ifazone features a more sophisticated edition of soothing colors, with a focus on affordability and quality garments built for greatest solace and sturdiness.
Kuefit is built around a sporty spirit, adding athletic and comfortable clothing to the mix for anyone who leans toward an active lifestyle.
Solasta rounds out the six with a focus on solace, glamour, and style, particularly through the right selection of footwear for fashionable men and women.
Each brand launches over 200+ new products every week, which means the Experience Centre isn’t a static showroom. It reflects a genuinely fast-moving product pipeline.
What Makes It Different From a Regular Store Visit?
The core difference is intent. A retail store is built around a transaction. The Asort Experience Centre is built around understanding.
Visitors get a chance to meet the actual design and trend creators behind each brand or collection, gaining insight into even the smallest details that go into a finished product. The goal isn’t to rush a purchase decision. It’s to let a fashion-conscious visitor satisfy their curiosity about how a trend comes to life, from the earliest design concept through to the final garment on a rack.
This positions the Experience Centre less like a shop and more like a curated, design-first showcase, aimed squarely at people who care about the “why” and “how,” not just the “what.”
Reach and Everyday Usability
Even though the Experience Centre itself is a single physical space, the brands showcased inside it are far from limited in reach. All six brands deliver their latest collections to more than 14,000 pincodes across India, serving a digitally-savvy and fashion-conscious customer base well beyond Gurugram.
So while the EC gives a hands-on, physical way to explore the brand stories, the actual products remain accessible nationwide.
A Company That Cares About What It Doesn’t Use
One detail that stands out about Asort’s brand philosophy is its animal-friendly stance. As a company that positions itself as animal-loving, none of its brands use animal skin, not even for trim work, and products are kept no-leather in order to keep the environment cleaner and safer.
This isn’t presented as a side note. It’s built into the identity of all six labels showcased at the Experience Centre.
In the Founder’s Words
Roshan Singh Bisht, Founder of Asort, has spoken about the motivation behind the Experience Centre directly. He shared that since starting his journey in the fashion industry, he always felt the need for a place where fashion-conscious youth don’t just buy the latest collections or trends, but also understand the basic idea behind their creation.
He describes launching an Experience Centre that showcases the story of six brands covering every category and fashion need of Indian men and women as a clear milestone for the company, especially at a time when fashion trends change rapidly and youth are becoming increasingly fashion-conscious.
What is the Asort Experience Centre?
It is Asort’s first-ever physical space, located in Gurugram, built to showcase the design and creation process behind its six in-house fashion brands rather than function as a traditional retail store.
Which brands does the Asort Experience Centre showcase?
The Experience Centre showcases six labels: ABG, EarthyScent, Mr. Huffman, Ifazone, Kuefit, and Solasta, each covering different fashion categories for Indian men and women.
Is the Asort Experience Centre a retail store?
No. It is explicitly described as not a retail store, but a platform for a design-curious generation that wants to understand a fashion product’s back-end story, not just purchase it off the rack.
Where is the Asort Experience Centre located?
The Asort Experience Centre is located in Gurugram, described by the company as India’s first cyber city and a millennium city known for ambition-driven professionals.
Are Asort’s brands animal-friendly?
Yes. All six brands showcased at the Experience Centre are no-leather and avoid animal skin entirely, including for trims, reflecting the company’s animal-loving and environment-conscious positioning.
The Asort Experience Centre isn’t trying to be another store in a city full of them. It’s built around a simple but different idea: let fashion-conscious visitors see the story behind a product, not just its price tag. With six distinct in-house brands, a fast-moving weekly product pipeline, and a clear animal-friendly philosophy, the Experience Centre gives Gurugram’s design-curious crowd a space that goes beyond shopping and into understanding fashion itself.
