October 21, 2016

abof launches athleisure fashion brand ‘SKULT’ b

ABOF or All About Fashion - the digital arm of Aditya Birla Retail has brought an athleisure fashion brand SKULT in association with Bollywood actor Shahid Kapoor. Touted as India’s first athleisure fashion brand - SKULT is positioned as an amalgamation of ‘Shahid’ and the edgy ‘Cult’ fashion, and hence, SKUL...

By Shipra

ABOF or All About Fashion – the digital arm of Aditya Birla Retail has brought an athleisure fashion brand SKULT in association with Bollywood actor Shahid Kapoor. Touted as India’s first athleisure fashion brand – SKULT is positioned as an amalgamation of ‘Shahid’ and the edgy ‘Cult’ fashion, and hence, SKULT is a slice of the actor’s own personal style.

Touted as India’s first athleisure fashion brand – SKULT is positioned as an amalgamation of ‘Shahid’ and the edgy ‘Cult’ fashion, and hence, SKULT is a slice of the actor’s own personal style.
The brand will include internationally trending categories like meggings and shackets, to intricate detailing like thumb holes, drop shoulder jackets, scoop hem tees, long line tees with drawcord.

Seeing huge potential in the athleisure fashion segment, which specifically identifies fashion is the comfort and targets millennial consumer, has kept its offerings easy to carry, the company said in a statement.

As per the company statement, SKULT has been built on the principle of ‘fashion meets functionality and design meet innovation’, is an evolved style of athleisure which draws inspiration from all around the world but adapted for Indian sensibilities and body types.
The atypical ‘Athleisure’ collection by SKULT has been designed in-house by abof and has taken more than a year to work on this brand and its products.

“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”, said Kedar Apshankar, Deputy CEO, abof.com.

“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”, he added.

Comment
Daily Updates
Submit your email address to receive the latest updates on news & host of opportunities
More Stories