Briefing reporters Director Shitanshu Jhunjhunwalla said “the unforgettable line of collection is designed and conceptualised keeping in mind revival of the industrial era with classic clothing style crafted in find materials. The collection include ‘Campus’ for college students, ‘Saturday Casuals’ for party revelers, ‘Utilitarian Clothing’ comprising of reversal shirts, luxury range, fits.”

The price range starts at Rs 145 for line of accessories, Rs 495 for T-shirts, Rs 895 for shirts and Rs 995 for trousers. The company also launched customer loyalty programme ‘Threads’, which entitles every customer to gain four points on every purchase of Rs 100. “Every point can be redeemed for a discount on the next purchase or donated for Turtle conservation CSR initiative taken up for saving endangered turtles” said Jhunjhunwalla.

“With two exclusive brand outlets (EBO) we will add three more soon. We have presence in 130 multi brand outlets in Bangalore,” Jhunjhunwalla added.