Aditya Birla Group’s e-commerce portal abof has recently announced the launch of India’s first athleisure fashion brand, SKULT. The brand has been created in partnership with actor Shahid Kapoor and will be exclusively available on abof.
Athleisure is a huge trend globally. In athleisure, clothes are designed to be sturdy to withstand vigorous routines, yet they are trendy and versatile to be worn everywhere. Identifying the void in Indian wardrobes and taking the idea forward, abof.com has taken this street-wear hybrid trend to next level with the launch of this brand.
” It is a completely new genre of fashion being introduced by us to Indian millennials in its continued efforts to be a differentiated player in a market cluttered with discounts,” abof said in a press statement.
The collection has been designed in-house by abof and has taken more than a year to work on this brand and its products. The brand has a wide variety of merchandise for men in its launch season with over 250 options, which includes internationally trending categories like meggings and shackets.
“Athleisure is the new age clothing and we believe that comfort twined with hi-class fashion will take SKULT to great heights. The collection is exceptionally promising and refreshingly on-point. I am confident that this brand and its collection will be embraced by millennials and replace a large part of regular clothes in their wardrobes”, Deputy CEO, abof.com, Kedar Apshankar said.