Blackberrys Appoints Industry Veteran Sartaj Singh Mehta to Strengthen Leadership Team

Premium menswear brand Blackberrys has appointed seasoned product and design strategist Sartaj Singh Mehta to its leadership team. With over 27 years of experience across major fashion brands, Mehta joins after a nine-year stint at Pepe Jeans London, bringing deep expertise in retail, design, and evolving fashion market dynamics.

In a significant leadership move within India’s premium menswear segment, Blackberrys has announced the appointment of Sartaj Singh Mehta to its leadership team, bringing nearly three decades of experience in fashion design, product development, and brand strategy. The appointment marks a strategic step for the brand as it strengthens its leadership bench amid rapid changes in the apparel industry.

Mehta joins Blackberrys after a notable nine-year tenure at Pepe Jeans London, where he most recently served as Senior Director of Design and Product. During his time with the brand, he played a key role in shaping product direction and strengthening design-led strategies that helped the company maintain its global identity while responding to evolving consumer preferences.

Widely regarded as one of the apparel industry’s most influential product and design strategists, Mehta brings more than 27 years of experience across several prominent fashion and lifestyle brands. His career has spanned multiple facets of the industry, from conceptual design and product innovation to large-scale retail operations and the integration of modern e-commerce strategies.

A postgraduate in Knitwear Design and Technology from National Institute of Fashion Technology Delhi, Mehta has built a reputation for blending creative direction with commercial insight. His ability to interpret shifting fashion trends while maintaining strong brand identity has made him a sought-after leader in the sector.

Prior to his tenure at Pepe Jeans London, Mehta held senior roles across several leading fashion organisations. At ITC Limited, he served as Creative Head for the company’s apparel brands Wills Lifestyle and John Players, where he contributed to product innovation and brand positioning during a period of strong growth in India’s organised fashion retail market.

He also worked with the Benetton Group as Product Director, gaining extensive experience in international fashion operations and product management. Later, he spent more than seven years at Aditya Birla Fashion and Retail Limited, where he served as Creative Director for Allen Solly. In that role, he helped refine the brand’s contemporary identity and played a central role in strengthening its product and design narrative within the Indian market.

At Blackberrys, Mehta is expected to bring this deep cross-industry expertise to help guide the brand’s product strategy and design direction. As India’s apparel market continues to evolve with changing consumer expectations, digital commerce expansion, and increased competition in the premium menswear segment, experienced leadership has become a key differentiator for brands seeking sustained growth.

In an official statement announcing the appointment, Blackberrys emphasised the strategic value of Mehta’s experience and industry perspective. “Sartaj brings deep expertise and a strong understanding of the evolving apparel landscape,” the company said. “We look forward to the experience and perspective he brings to the organisation.”

Industry observers see the appointment as part of a broader trend among Indian fashion brands to invest in experienced leadership capable of navigating both traditional retail structures and the fast-growing digital marketplace. With a strong background in product innovation and brand-building, Mehta’s arrival is expected to further strengthen Blackberrys’ position in the competitive premium menswear category.