Kolkata, Jan 22 (UNI) Pepe Jeans Europe BV has entered into an equal joint venture with Dollar Industries to launch a new range of innerwear under the Pepe Jeans London brand name.
The joint venture company ‘Pepe Jeans Innerfashion’ will manufacture and market a premium range of fashion innerwear and athleisure for men.
The Innerwear collection consists of three distinct product stories. The Classic Range of innerwear embodies a comfort fit and everyday style.
The Only Play collection combines free movement with great style. The breathable stretch fabric allows it to stretch and move along with the wearer. The vibrant colours and quirky modern prints make this range an exciting combination of fashion & comfort. Black Gold is a premium range with super stretch fabric accompanied by sophisticated prints and attractive colours that is designed for a luxurious feel.
The rich texture of each garment treated with ultra-wicking finish promises unparalleled comfort and style. Products from ONLY PLAY & CLASSIC collections are created using soft enriched Egyptian cotton to ensure superior comfort, combined with Innovative Ultra Fresh technology to keep the garment Hygienic, and odour-free through the day. The price for the Innerwear collection ranges from Rs. 175 to Rs. 649.
Commenting on the launch of this new exciting category, Mr. Suresh Nambiar, Chief Executive Officer, Pepe Jeans Innerfashion said, “Pepe Jeans’ expansion into newer categories is a strategic progression of the brand. Together with Dollar Industries Limited we are proud to unveil an exciting range of ‘Innerwear by Pepe Jeans’ - a new promising category intended to capitalize on the immense growth potential in the premium Innerwear market.”
The Athleisure Collection for men combines performance and leisure. The soft-feel fabric keeps the wearer cool, fresh and comfortable even while working out. The Athleisure line consists of Boxers, Sports vest, shorts and track pants. The collection ranges from Rs. 369 to Rs. 1499.
“The combination of Pepe Jeans’ expertise in innovation and inspiration to yarn and Dollar's ability in choosing the right quality material for the right product will combine fashion and functionality and offer premium products to the aspiring consumers at an affordable price”, said Mr. Gaurav Gupta, Vice President, Dollar Industries Ltd.
The collection is currently available at key exclusive brand stores, select departmental stores, multi brand outlets across south India region, and on Amazon. Shall be available across the Indian sub-continent before this Diwali.
UNI SJC KK