Tag: Aditya Birla Fashion and Retail Ltd.

Business, News

Allen Solly Introduces Duo Defence Mask; Launches Power of Two campaign…

Jul 12, 2021 by Rekha Nair 0 Comments #Aditya Birla Fashion and Retail Ltd., #Allen Solly, #Duo Defence Masks, #India

Mumbai: – Allen Solly, India’s pioneer brand in semi-formal dressing from Aditya Birla Fashion and Retail Ltd., has launched a brand-new range of Anti-Viral face masks with Meltblown layers and detachable 5 layered filters, providing high particle filtration; a solution to today’s double masking needs.

The brand has launched a campaign titled “Power of Two” for the new collection of Duo Defence Masks. The campaign is in line with the current climate and seeks to offer customers a solution for their Double Masking requirements, whilst also providing their customers with a sense of comfort and safety. To ensure this, the brand has introduced the “Duo Defence Masks”, 5-layered masks with melt blown layers and 5 layered detachable filter, with three melt blown layers, providing High Particle Filtration.

The Allen Solly Duo Defence Mask, the newly introduced range of facemasks has been created in India, with VIROBLOCKTM, a Swiss technology that is tested to provide resistance against common viruses (enveloped) and bacteria as per AATCC 100 and ISO18184 global testing methods. Both the mask and filter are washable and recommended to be reused up to 20 gentle washes for the mask, and upto 10 gentle washes for the filter. Tested with government-approved laboratory in accordance to ASTM F2101 with higher Bacterial Filtration Efficiency the treatment does not claim to prevent infection/diseases or imply any public health claims to the wearer.

The Allen Solly Duo Defence masks also offers twice the comfort, as well due to its ergonomic design. The mask comprises of a nose clip that provides firm fixture and fits one’s face while also preventing aerosol flow. The mask is developed with premium woven fabric with Antiviral finish such that users are comfortable to wear the masks for extended durations.

Elaborating on the launch, Mr. Anil. S. Kumar, COO, Allen Solly said, “It has become essential for everyone to adhere to protocols and keep themselves and their loved ones safe and secure amid the scare of spread of COVID-19. The medical fraternity too has recommended double masking, especially when moving out. That is why we at Allen Solly have developed the new Duo Defence Anti-Viral mask, in line with customer needs today. “He further added, “Everyone should act responsibly during these times as a means to ensure the safety of not just themselves but also others around them. The Duo Defence Masks is a step in that very direction.”

The Duo Defence mask by Allen Solly comes in packs of two priced at INR 799. These masks are available to consumers across the country through exclusive Allen Solly stores, as well as online via allensolly.com.
Link- https://www.instagram.com/p/CQnDkItjPEt/?utm_source=ig_web_copy_link
Product link – https://bit.ly/ASDuoDefence

Business, News

Louis Philippe launches UltraProtect Double Defence Mask

Jul 6, 2021 by Rekha Nair 0 Comments #Aditya Birla Fashion and Retail Ltd., #COO, #Farida Kaliyadan, #Louis Philippe, #The UltraProtect Double Defence mask

Mumbai: Louis Philippe, India’s leading premium menswear brand from Aditya Birla Fashion and Retail Ltd., launched a brand new range of Anti-Viral face masks to offer protection against viruses and bacteria. Considering the ongoing pandemic, the brand has introduced unique and first-of-its-kind 10-layer Anti-Viral mask range with an objective to offer maximum protection and safety to consumers.

Christened Louis Philippe UltraProtect Double Defence, this newly introduced range of face masks has been created in India, using the Swiss anti-viral technology HeiQViroblock. The HeiQViroblock fabric is specially infused with virus resistant properties to ensure safety by inhibiting the persistence and growth of viruses and bacteria on its surface, as tested by AATCC 100 and ISO18184 global standards.

Louis Philippe UltraProtect Double Defence masks constitutes a 5-layer mask and 5-layer filter panel. The 5 layers in each mask are made of two layers of premium cotton for comfort and three layers of melt blown for high filtration (in accordance to ASTM F 2101 tested in government approved laboratory). The fabric used is treated with HeiQViroblock which results in destruction of the possible contamination by viruses and bacteria on fabric providing utmost protection. Both the mask and filter are washable and recommended to be reused up to 30 gentle laundering.

Louis Philippe UltraProtect Double Defence masks offers twice the comfort as well other than protection and safety due to its ergonomic design. The mask comprises a nose clip for a firm fixture, confirming zero leakage which also helps in preventing fogging on the glasses making it super convenient for people wearing spectacles and sunglasses. This mask comes with softer ear loops, making it easy for users to wear it for longer duration without any discomfort.

Commenting on the launch, Farida Kaliyadan, COO, Louis Philippe, “As unlocking continues and the threat of third wave of the deadly virus looms over us, it is essential than ever before that we adopt to the standard protocols and play our part in restricting the spread of the virus. To be prepared and act responsibly is the only means to get through this pandemic at the given moment. Double Masking is one of the key footsteps towards ensuring safety against the spread of the virus, thereby it is crucial to choose a right mask which have now become an essential part of our attire. Louis Philippe UltraProtect Double Defence masks are engineered with best of anti-viral technology and design technique to ensure twice the safety, protection, and comfort.”

The UltraProtect Double Defence mask by Louis Phillipe comes in pack of 2 (which includes 2 masks and 2 filter panels) at a price of INR 699. These masks are available to consumers across the country through exclusive Louis Philippe stores, online through louisphilippe.com and Louis Philippe App, available for download on Google Play and Apple App Store.

News

Van Heusen launches new sub-brand ‘Denim Labs’

Apr 21, 2021 by Rekha Nair 0 Comments #Aditya Birla Fashion and Retail Ltd., #Denim Labs, #Van Heusen

Hyderabad: – Van Heusen, India’s leading power dressing brand from Aditya Birla Fashion and Retail Ltd., today announced the launch of its new sub-brand ‘Denim Labs’. Van Heusen Denim Labs ushers in the new age of denim, crafted for the modern-day professionals who need to seamlessly shift between work and play. The brand has also launched a campaign entitled ‘Move In The New Blue’ featuring the face of the brand and India’s leading Bollywood star Jacqueline Fernandez.

Targeting young professionals, Van Heusen Denim Labs is designed to look undeniably sharp and engineered to provide true freedom of movement, infused with an upgrade on style and comfort. Using its rich experience of over 128-years in the workwear category, this new sub-brand stands for fashion and functionality, with each product offering created to provide the perfect blend of comfort, performance, and ergonomics.

Van Heusen Denim Labs will offer an entire collection range including shirts, trousers, layering pieces like truckers, jackets and blazers for both men and women. The collection features attractive style elements such as a contoured waist for maximum grip and sleek look, reinforced seams for extra durability, power stretch for easy movement and easy-access pockets. These denims are available in different fits such as skinny, slim, and regular, all of which come in a selection of washes and finishes.

Van Heusen has also unveiled a campaign christened ‘Move In The New Blue’ to promote the Denim Labs brand. Centered over Jacqueline who is grooving, stretching, swaying, spinning in variety of denims by Van Heusen Denim Labs, the film showcases the broad range of supremely stylish denims perfect for every occasion and mood of today’s style and comfort conscious consumer. The campaign will be featured across multiple mediums such as television, print and digital.

Conceptualized by Famous Innovations, it is Van Heusen’s maiden campaign for the newly announced sub brand, Denim Labs. The new sub-brand reflects the inimitable stylish and fashionable range of denim wear for both men and women. Van Heusen has curated the collection for every mood of young modern Indian customer, who are inclined towards fashion that comes with functionality and comfort. With the launch of Denim Labs, Van Heusen has introduced a whole new realm of bold, stylish, comfortable, and playful denims to its customers.

Commenting on the new brand launch, Mr. Abhay Bahugune, Chief Operating Officer, Van Heusen said, “We have recognized that the country’s younger consumers are seeking comfortable and functional denim wear considering the new norms being implemented across the workplace. We felt this is the best time to launch our new denim sub-brand. Denim Labs encapsulates the authenticity and heritage of Van Heusen with a contemporary and aesthetic personality that will appeal to today’s youth. Our new brand is targeted at the young who are self-driven, passionate, stylish, tech-savvy, ambitious and assertive. With the launch of Denim Labs, we aim to be the most preferred denim brand in the country for young professionals.”

“With this campaign, we are confident that our viewers will recognize how Denim Labs is a playful yet stylish addition to their wardrobe. Jacqueline has brought the whole idea of #MoveInTheNewBlue alive which will be loved by audience at-large”, added Mr. Bahugune.

Commenting on the association Jacqueline Fernandez said, “I am delighted to be associated with the Van Heusen family and be a part of the brand’s new venture. It feels empowering to represent the Van Heusen Denim Labs which completely echoes with my own idea and belief of fashion. I feel humbled to espouse the dynamic, young and new age vibe of Van Heusen denims, that are bringing a new code to the category. Denim Labs surely paves way for modern young men and women to make an impact with highest levels style and comfort.”

Mithila Saraf, Business Head, Famous Innovations, added, “With Denim Labs, we have explored new avenues for Van Heusen with an energetic, peppy and young vibe. The brand continues to push boundaries in terms of versatility, dynamism and style, and this campaign communicates all those attributes in a fun, light and engaging way. We hope it will be sticky in the consumers’ minds and make people curious about Van Heusen Denim Labs.”

Van Heusen Denim Labs is available to buy from 200+ exclusive brand outlets, multi-brand retail and vanheusenindia.com. The collection will also be available across e-commerce platforms.