"A middle-class guy can never afford it."
Aryan Khan was subjected to trolling following the launch of his premium clothing brand.
D’YAVOL X launched on April 30, 2023, with its website.
Aryan and his father Shah Rukh Khan have been promoting the brand and its upcoming launch over the past few weeks, gaining a lot of interest among fans.
An advert featuring the father and son wearing D’YAVOL X clothes was also launched.
When the website launched, the high volume of traffic resulted in many people not being able to access it.
D’YAVOL X tweeted: “We’re experiencing very high volumes of traffic and checkouts. Please bear with us.”
The site went live again but many were disappointed by the hefty prices.
For example, a hoodie costs £436 and a T-shirt is priced at £238.
One user wrote: “Khan saab even if I sell my one kidney it won’t be enough. I have to sell both of my kidneys.”
Another said: “Just checked the prices, it’s crazy. A middle-class guy can never afford it. Been waiting since the teaser and refreshing the page for the past 1 hour. Bad luck I guess.”
Diet Sabya, an Instagram account that focuses on fashion, also commented on the brand’s prices.
On Instagram, Diet Sabya shared a screenshot which showed a printed white T-shirt costing Rs. 24,400.
A black hoodie was priced at Rs. 45,500 while a jacket was over Rs. 2 Lakh (£1,950).
The caption read: “What is going on? Who the f**k has done costing for this just want to have a word.”
Aryan Khan spoke about working with his father on the advert.
He said: “Working with my father is never challenging, because, with his experience and dedication, he makes everyone’s job easier on set.”
“He also makes the entire crew feel at ease and has tremendous respect for everyone.”
“When he’s on set I always make sure to pay extra attention, so I don’t miss out on anything I can learn.”
On being asked if SRK had any input, Aryan added:
“Of course, he did, and everyone involved in the project gave their input in some way.
“And it is important to at least listen to them because filmmaking is a collaborative effort.
“If my dad’s input is different from mine, and if both seem valid, you can always shoot it both ways; but don’t tell my producer.”