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Peter England goes khadi, to launch a line of shirts & jackets

Come Winter, Peter England will launch a line of khadi shirts  and jackets

Manish Singhai, COO, ABFRL, Ashish Dikshit, Business Head, ABFRL, VK Saxena, Chairman, KVIC, Anshun Sinha, CEO, KVIC

Manish Singhai, COO, Peter England, Ashish Dikshit, Business Head, ABFRL, VK Saxena, Chairman, KVIC, Anshun Sinha, CEO, KVIC

In fashion, Indian handloom is the flavour of the season. A lot of brands are jumping on the bandwagon, claiming their moment of nationalism. In handloom sector, government’s Khadi and Village Industries Commission is particularly mobilising private sector to boost the national fabric of khadi. Last, we reported on their tie up with globally-acclaimed designer Ritu Beri, and this time, they have announced another strategic partnership with Peter England.

One of India’s leading menswear brands by Aditya Birla Fashion & Retail Ltd (ABFRL), Peter England will be coming up with a special line of shirts and jackets Khadi by Peter England. “This line will be priced between Rs 1500-2500. We are looking at the Autumn Winter season to launch the collection,” Manish Singhai, COO, Peter England, told Born of Web on the sidelines of the announcement.

Ashish Dikshit, Business Head, ABFRL, told us they are not primarily looking at the khadi endeavour as a profit-making mechanism. “We have done multiple initiatives to promote a variety of fabrics, including Indian handlooms. It’s been a challenge to maintain quality consistency, develop design, ensure saleability and reliability of supply chains. KVIC is well-connected and has systems to monitor quality, consistency besides providing guidance to the sector. With them, we will have access to much larger base (production/client). Their product team has fairly good knowledge which will be of help to our designers as well,” he said.

Of late, youngsters are seen draping handlooms and flaunting on social media. Smriti Irani’s #CottonIsCool drew record number of reactions on Twitter with many youngsters posting pictures in cotton. “Young people are experimenting and they are welcoming Indian fabrics. I think the ball is the court of brands and retailers to come up with ideas and innovate brand designs,” said Dikshit.


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