Aditya Birla Fashion and Retail Ltd (ABFRL), formerly known as Pantaloons Fashion, on Tuesday partnered with Khadi and Village Industries Commission (KVIC), ministry of micro, small and medium enterprises (MSME) for a period of five years, to launch a new line of Khadi products under the brand Peter England.
The menswear brand from Madura Fashion and Lifestyle, a unit of Aditya Birla Fashion and Retail Ltd (ABFRL) is the latest to partner with KVIC, after textile and apparel maker Raymond announced the launch of its Khadi label—Khadi by Raymond on Monday. Apart from Peter England, Madura Fashion and Lifestyle has brands like Louis Philippe, Van Heusen and Pantaloons in its portfolio.
“It is a big step for sustainable fashion which is our objective. Consumers understand the ethnicity and nationalism of Khadi. So far, the availability of Khadi and Khadi products in the branded space has been limited. That’s the bridge we are trying to cross,” said Ashish Dikshit, business head at ABFRL.
The collection named ‘Khadi by Peter England’ will be launched in the metros, starting October 2017. The garments will be priced between Rs1,000 and Rs3,000, which is the regular price range of Peter England. Going forward, ABFRL is also looking to introduce Khadi range of products under other brands (depending on the cost -benefit analysis) from its portfolio.
Last year, the brand had also partnered with India Handloom Brand (a government initiative to promote high quality handloom products) and collaborated with handloom weavers from Andhra Pradesh
Khadi by Peter England? thats interesting.
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