Mumbai: Darsheel Safary, better known to kids as Ishan Awasthi has launched a dedicated denim wear brand for kids called OYO in Mumbai. OYO’s message is to say goodbye to the traditional frills and cartoons approach to children’s clothing.

Safary said, "It’s not easy to be a child, so much to convey about personal tastes but so little opportunity. We don’t even get to pick our own clothes and mostly wear what mom or dad get for us. OYO is all about understanding that children love to dress like their parents or elders around them. I want to look smart and cool and not very kiddy."

Safary, playing happily with a pile of denims pretty much like Ishaan Awasthi, patiently explained that OYO, is an acronym for on your own.

Added Sanjay Vakharia, "With the launch of OYO, shopping abroad for children clothes may be quite unnecessary. The touch and feel of the garments is truly international and we’re looking forward to clothing more bright kids."

Other guests for the evening were Shaina NC in a rare appearance with her daughter and with fashion designer Archana Kocchar.

Prasad Pabrekar, the owner of Spykar, the mother brand of OYO said that the company was looking at this diversification because he sensed an opportunity in the kids wear segment for adult-clothing and individualistic look.