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Indian denim brand Mufti has announced its expansion into the footwear category with a multi-fold strategy including the launch of its latest Autumn Winter footwear collection. Over the past two decades, Mufti has redefined the stereotypes of mainstream fashion and now is extending the same ethos in bringing an alternative choice in footwear which is fashionable yet comfortable. The company’s expansion into the footwear segment is a result of the company’s in-depth research highlighting the rising demand for trendy footwear in the casual segment for men.Over the last 12 months, Mufti has launched a select range in its top 100 stores to gauge consumer sentimentThe newest brand from Future Style Lab, Ancestry, which launched its maiden store in the capital city in May, has recently opened its first store in Kolkata, South City Mall. The brand, which presents a contemporary take on traditional Indian fashion and lifestyle, has earned many accolades in India’s fashion circles already and seems all geared up to woo Kolkatites too.The brand, which presents a contemporary take on traditional Indian fashion and lifestyle, has earned many accolades in India’s fashion circles already and seems all geared up to woo Kolkatites tooAs a result of the sale, the fashion portals saw a 700 per cent surge in sales and 120 per cent increase in online traffic over normal business days, it added.

Snehal Shah, SVP, Projects and Marketing, said, “V-Mart has always endeavored to createlasting value?and moments of happiness for its customers. These celebrations are a small way of saying thanks to our?customers who have made this milestone possible.”For the millennials, environmentalism is as big a concern as it is for all of us. ZODIAC is proud to announce that its casual wear brand Z3 Relaxed Luxury is manufactured in a completely eco–friendly process.The stylish Z3 eco-friendly range starts from Rs 2,299Talking about the event, the only female shoemaker in the world?Olga Berluti?said, ‘’I always wanted to grace leather shoes with the markings of the skin; scars, gashes, branding, piercings. We have already mastered the color technique on the leather from bronze and brown to red and copper, and the dark blue of the Tuaregs. Only one thing was missing, the most obvious and most difficult: tattoos. I tried to tattoo shoes using every possible process, but the designs faded, the colors were lost beneath the patinas, and the tattoos had no “life” in them. However, my technique has evolved over the years and today I am using the exact same methods as tattoo artists, along with inks that work well with leather. I hope Berluti loyalists from across the world admire this new art.”

In 2017, e-commerce giant Amazon revealed about the jump in sales for yoga fashion merchandise in the Indian market. The retailer has seen a growth of over 225 percent year-on-year for yoga products under sports category. According to Apparel Resources, the majority of the demand was from urban areas. Mumbai, Delhi, Bangalore and Hyderabad emerged as top four cities that ordered these products. The remaining 60 percent came from other Tier I, II and III cities, reinforcing the percolation of this demand even to smaller cities and towns.Sales in this category is growing fast amongst Indian consumers. Indian brands can benefit if they focus on performance and provide quality at par with global players. Moreover, Indian brands need to draw from our rich history of yoga, innovate consistently and work towards building an international presence.Activewear is one a one of the fastest growing segment in the apparel market. With the growing focus on health and wellness, as well as the rising awareness of lifestyle concerns, people are getting more conscious about their fitness regimes and workout oriented lives. Hence, running marathons, hitting the gym and practicing yoga are no longer niche.Activewear affords more flexibility and style along with functionality and comfort, while sportswear is more focused on functionality and performance

“Having understood the concept of Activewear as a lifestyle trend, technical fabrics play an important role as they enable one to easily adapt to different environmental settings, making it cross functional and long wearing,” says Sunishka Goenka, Creative Director, Myraid Activewear. “The textile industry is drastically shifting to futuristic fabrics which are not only functional but also focus on longevity and usability. Hence, Activewear brands have an upper-hand because their products are designed to perform, resist and sustain. Also, consumers have become more conscious and sustainable in their approach to invest in brands that offer products with longer shelf life.”Hence, activewear serves the purpose of an active life mixed with a casual social life, it can be used for exercising and then transitioning into casual wear. Activewear affords more flexibility and style along with functionality and comfort, while sportswear is more focused on functionality and performance.Fitness as a trend is not just limited to metros. However, Rishabh Oswal feels that fitness movement is still an urban revolution and needs more to be democratised. “In Tier II cities, fitness awareness is sporadic but not completely missing. Women are reluctant participant in any workout, men comprise the majority in gyms. It is important to have a pan-India presence for any brand and as far as activewear is concerned we are hopeful to crack the walls through online presence,” he says.
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