Rs2 lakhs for a jacket, Rs 45,500 for a hoodie, Rs 24,400 for a T-shirt?

He is back into news. And now in an even stronger manner – but all for a controversial issue: exorbitant pricing of clothes. 

This comes as Aryan Khan‍‍`s luxury clothing brand D‍‍`YAVOL X went live on Sunday with its website and people online were shocked at the ‍‍`ridiculously expensive‍‍` prices. 

A screenshot from the store showed a white T-shirt with a design, priced at Rs 24,400. Another black hoodie was priced at Rs 45,500, while a jacket was over Rs 2 lakhs.

Shah Rukh Khan and Aryan have been promoting the brand and its upcoming launch since the past few weeks, gaining a lot of interest amongst fans. An advertisement featuring the superstar was also launched recently. In it, the father and son look practically alike in matching D‍‍`YAVOL X wear.

The website of the company crashed as soon as the collection dropped with jacket autographed by Shah Rukh, priced at Rs 2 lakh. Despite the stiff price, it was sold out in just a few minutes.

As soon as the website went live, many people couldn‍‍`t access it. The brand put up a status update on Twitter and wrote, "We‍‍`re experiencing very high volumes of traffic and checkouts. Please bear with us." Later, they announced that the site was live again and users could access the site.

Instagram users were quite shocked by the prices and made their feelings known in the comments section. One user stated, "Khan saab even if I sell my one kidney won’t be enough I have to sell both of my kidneys." Another shared, "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." "2 lakh for a leather jacket?" another fan exclaimed.

Instagram account Diet Sabya that focuses on fashion also commented on the clothing brand‍‍`s pricing range. On their Instagram Stories, they shared a screenshot from the store. The screenshots of the clothing items were accompanied by the caption, "What is going on? Who the f**k has done costing for this just want to have a word."

However, a few Shah Rukh Khan fans debated over the price of the products. Sharing that the limited jackets come with SRK’s autograph, a fan wrote, “Dude this jacket is awesomeonly 30 of them have @iamsrk ‘s signature, in the second photo you can see where it will be this is really a collectible , no wonder its price is high, can you imagine wearing this with your autograph, I don’t even wash it to last more .” Another reasoned, ” Those who are complaining about #DyavolX’s price needs to understand that the brand is not catered towards them, it’s a luxury brand and it only caters towards the top 1% of the world.”

Recently, Aryan spoke about his experience with his father on set. He told Harper‍‍`s Bazaar, “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.”