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Van Heusen presents “Move Labs Collection” with International Parkour Artist Chase Armitage

Van Heusen is the No. 1 premium lifestyle brand for professionals in India.

Van Heusen, India’s leading power dressing brand from Aditya Birla Fashion and Retail Ltd (ABFRL), presents “Move Labs Collection”, a uniquely engineered clothing line for the contemporary man, with international Parkour Artist, Chase Armitage.

  • It is available across 400 stores in 170+ towns and online
  • The campaign is live across the brand’s social media page, Hotstar, Voot, SonyLiv, 652 PVR screens

Van Heusen’s Move Labs Collection offers a wide range of shirts, trousers, suits and blazers for the modern-day men who value functionality along with fashion.

Targeted at young professionals, the Move Labs Collection is superbly stylish, incredibly comfortable and engineered to provide freedom of movement.

The collection’s ultra-stretchable fabric is lightweight, wrinkle-free and allows ease of movement, which resonates with today’s consumer’s fast-paced lifestyle.

The brand campaign aims to highlight the collection’s ergonomically engineered design with international Parkour Artist, Chase Armitage.

The campaign is live across its social media pages, including Facebook, Instagram, and YouTube. It will also be featured across television advertisements, OTT platforms like Hotstar, Voot, and SonyLiv, and across 652 PVR screens.

“We are delighted that the “Move Labs Campaign” has been the most successful campaign till date. With fast paced lifestyle, the demand for comfortable clothing is growing. Consumers are looking for solution-driven features and the collection is one stop solution for their needs.” He added, “Our consumers have loved the collection and we have been encouraged with the positive sentiment. Van Heusen stands for fashion and functionality and this unique campaign resonates the vision.”

Mr. Abhay Bahugune, COO, Van Heusen, Aditya Birla Fashion and Retail, said,

“This campaign builds on the promise of freedom of movement established in our first Move Labs parkour film, shot in London. The campaign, in addition to being dynamic and high on adrenaline, portrays the brand in a new way by having a protagonist who uses his parkour skills for the greater good. Every stunt was shot live without the use of CGI, providing an exciting filmmaking experience. Our goal with these campaigns is to establish a new narrative in the stoic and serious category of men’s formals, making the category aspirational for the young.”

Ms. Mithila Saraf, Business Head, Famous Innovations, said,

About Van Heusen:

Van Heusen is the No. 1 premium lifestyle brand for professionals in India. With a 128-year history in the United States of America, the brand entered India in 1990.

Over its 32-year existence in India, Van Heusen has established itself as a fashion authority for the ever-changing Indian consumer and as a one-stop destination for the latest trends.

Today, Van Heusen is not only the most popular workwear brand, but it also seamlessly bridges the gap between casuals, formals, party wear, and activewear.

About ABFRL:

ABFRL is a subsidiary of The Aditya Birla Group, a significant Indian company.

With an annual income of Rs. 8,136 crore. 9.2 million square feet of retail space It is India’s first billion-dollar pure-play fashion powerhouse, with an elegant bouquet of premier fashion brands and retail formats (as of March 31, 2022).
Across India, the company operates 3,468 stores, about 28,585 multi-brand outlets, and 6,515 point of sales in department stores (as on 31st March 2022).
It has been established for over 25 years and has a repertory of India’s major brands such as Louis Philippe, Van Heusen, Allen Solly, and Peter England. Pantaloons is a famous fashion retailer in India.
The Collective, India’s leading multi-brand retailer of international brands, has long-term exclusive collaborations with select brands such as Ralph Lauren, Hackett London, Simon Carter, Ted Baker, Fred Perry, Forever 21, American Eagle, and Reebok.
Van Heusen Innerwear, Athleisure, and Active Wear is quickly becoming India’s most inventive and fashionable brand. Brands such as Jaypore, Tasva, and Marigold Lane are part of the Company’s push into the branded ethnic apparel market.
Designers ‘Shantanu & Nikhil,’ ‘Tarun Tahiliani,’ ‘Sabyasachi,’ and ‘House of Masaba’ have strategic partnerships with the company.
ABFRL is also launching a large Direct-to-Consumer campaign to establish a portfolio of new-age brands in fashion, cosmetics, and other lifestyle categories.
The Company is bolstering its digital capabilities by scaling up its brands.com to build an integrated portfolio of digital assets to provide an immersive customer experience, deepen consumer connect of its brands and expand its portfolio into emerging consumer segments.
This article was shared with Prittle Prattle News as a Press Release.
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