Why We Named Our Fashion Brand WILDASS: A Story of Gujarat, Strength, and Heritage in Motion
How an extraordinary animal from the Little Rann of Kutch inspired the identity and philosophy of WILDASS Trends, an Indian clothing brand rooted in Gujarat.
By WILDASS Trends | Brand Story | October 2026
This article was prepared with AI writing assistance and reflects the story and vision of WILDASS Trends.
Every brand has a name. But behind some names, there is a story worth telling.
When we chose the name WILDASS, we wanted something that would represent more than clothing. We wanted an identity that reflected strength, independence, resilience, and the courage to keep moving forward.
Our inspiration came from an extraordinary animal found in our home state of Gujarat — the Indian Wild Ass, locally known as the Khur.
This is the story behind WILDASS Trends, and why we chose the words “Heritage in Motion” to represent our vision.
The Inspiration: The Indian Wild Ass of Gujarat
In the vast, rugged landscape of the Little Rann of Kutch lives one of India’s most remarkable wild animals: the Indian Wild Ass (Equus hemionus khur).
The Little Rann of Kutch is unlike most places in India. Its salt flats, dry grasslands, seasonal wetlands, and extreme temperatures create an environment that demands remarkable adaptability from the wildlife living there.
The Indian Wild Ass is particularly well suited to this landscape.
Known for its speed, stamina, alertness, and ability to survive challenging conditions, the Khur represents qualities that extend far beyond the animal kingdom.
It is strong without needing to be aggressive.
It is free without losing its connection to the land.
And even in difficult surroundings, it continues moving forward.
To us, these characteristics carry a powerful message.
Strength is about power. It is also about endurance, adaptability, and the determination to continue.
That idea became the foundation of our brand identity.
Why the Name WILDASS?
Choosing a fashion brand name is never just about finding something memorable.
A name becomes the first impression of a business. Over time, it represents the people, products, experiences, and values associated with that business.
When we considered the Indian Wild Ass, we recognised several qualities that matched the brand we wanted to build.
Freedom: The confidence to express individuality rather than simply follow the crowd.
Strength: The ability to face challenges with determination.
Endurance: The willingness to keep improving, even when progress takes time.
Authenticity: Staying connected to where we come from.
Movement: The understanding that growth requires change, ambition, and continuous effort.
Together, these ideas gave meaning to the name WILDASS.
We wanted a name that was bold, distinctive, and connected to something real.
Not a name created simply to sound fashionable, but one with a story behind it.
The Vision Behind WILDASS Trends: Devendra Patel
Behind WILDASS Trends is Mr. Devendra Patel, Founder & Managing Director of WILDASS Trends Pvt. Ltd.
His vision is to build a distinctive Indian apparel brand that combines contemporary fashion with an identity deeply connected to Gujarat’s heritage.
The inspiration behind WILDASS reflects the values at the heart of this vision — strength, resilience, freedom, and the determination to keep moving forward.
For Devendra Patel, WILDASS Trends represents more than a clothing business. It is an opportunity to build a brand with a meaningful identity, rooted in Gujarat yet created for a modern generation.
The brand’s philosophy, “Heritage in Motion,” brings that ambition together: staying connected to our origins while embracing innovation, creativity, and growth.
Through WILDASS Trends, the journey is about creating clothing people enjoy wearing while building a brand they can connect with and remember.
Heritage in Motion: What Our Tagline Really Means
Our tagline, “Heritage in Motion,” brings together two ideas that are central to our philosophy.
Heritage: Remembering Our Roots
Gujarat has a rich cultural identity shaped by craftsmanship, entrepreneurship, textiles, traditions, and distinctive natural landscapes.
From the artistic traditions of Kutch to the entrepreneurial spirit found across the state, Gujarat represents a fascinating combination of history and innovation.
For us, heritage means recognising those roots.
It means respecting the place and culture that inspired our identity.
It also means understanding that a modern brand does not have to abandon tradition to build something new.
Motion: Moving Towards the Future
While heritage connects us to the past, motion represents our ambition for the future.
Fashion is constantly evolving.
Personal style changes. Consumer expectations evolve. New ideas emerge. Technology transforms the way people discover and experience clothing.
We want WILDASS Trends to grow with these changes while maintaining a recognisable identity.
Heritage gives us our foundation. Motion gives us our direction.
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That is what “Heritage in Motion” means to us.
It is not simply a tagline beneath our logo. It is a reminder of the balance we want to maintain as we build our brand.
From Gujarat’s Landscape to a Modern Clothing Brand
WILDASS Trends is an Indian apparel brand with a focus on contemporary everyday fashion.
Our clothing interests include T-shirts, polo T-shirts, knitted styles, and versatile wardrobe essentials.
We believe clothing should offer more than an attractive appearance.
The way a garment fits, feels, and becomes part of someone’s everyday life matters just as much as its visual design.
A T-shirt might look simply, but the details make a difference: its fabric texture, neckline, collar construction, comfort, finishing, and overall silhouette.
These are the elements that shape our approach to building a clothing identity.
Our aim is to bring together contemporary styling and an appreciation for quality, comfort, and individuality.
We are not trying to make every person look the same.
Instead, we want to build a brand for people who feel comfortable expressing their own identity.
You can explore our clothing collections and learn more about our brand through the official WILDASS Trends website.
Why Local Inspiration Matters in Modern Fashion
Many successful brands draw inspiration from the places, communities, and experiences that shaped them.
For us, the Little Rann of Kutch provides an especially meaningful connection.
The Indian Wild Ass is not a fictional mascot invented for marketing.
It is a real animal associated with one of Gujarat’s most distinctive natural landscapes.
By drawing inspiration from the Khur, we are connecting our brand identity to an authentic part of the region’s natural heritage.
That connection matters.
In a world where fashion trends often move quickly from one place to another, a meaningful identity can help a brand maintain a sense of purpose.
A brand can embrace modern design while still respecting its cultural and geographical roots.
We believe those two ideas can strengthen each other.
Building More Than a Clothing Label
Creating a brand is a journey.
It requires decisions about products, design, customer experience, presentation, communication, and the values a business wants to represent.
For WILDASS Trends, this journey is also about telling our story.
We want people who encounter our logo to understand why it features the head of a wild ass.
We want them to know why our name is different.
And we want them to recognise the meaning behind “Heritage in Motion.”
Our story is part of our identity, but ultimately, our customers’ experiences will determine what the brand comes to represent.
That is why we see brand building as an ongoing responsibility rather than a one-time launch activity.
We share parts of this journey, including clothing, creative campaigns, and moments behind the brand, on our official WILDASS Trends Instagram page (@wildasstrends).
The Road Ahead
The Indian Wild Ass inspired us because of its remarkable ability to thrive in its environment.
For our brand, that inspiration is a metaphor for the journey ahead.
We know building a meaningful clothing brand requires patience, learning, creativity, and consistency.
There will be new collections to develop, ideas to explore, challenges to overcome, and opportunities to improve.
But through that journey, we want to remain connected to the principles behind our name.
Be bold enough to be different.
Be resilient enough to keep improving.
Be proud of where you come from.
And never stop moving forward.
We are WILDASS Trends.
Born from Gujarat’s heritage. Inspired by the spirit of the wild. Moving towards the future.
WILDASS TRENDS — Heritage in Motion.
About WILDASS Trends
WILDASS Trends Pvt. Ltd. is an Indian apparel brand founded by Mr. Devendra Patel, Founder & Managing Director.
Inspired by the Indian Wild Ass (Khur) of Gujarat’s Little Rann of Kutch, the brand celebrates strength, resilience, individuality, and cultural heritage through contemporary fashion.
With its philosophy “Heritage in Motion,” WILDASS Trends aims to connect Gujarat’s rich identity with modern clothing and evolving fashion.
Explore WILDASS Trends:
Website: https://wildasstrends.com/
Instagram: https://www.instagram.com/wildasstrends/
