Next week, a new fashion brand called Shuffle will hit the virtual shelves. It’s a venture of home-grown Arvind Fashion Brands (AFBL), and is targeted at young working professionals, who are fashion forward, and like to keep up with global trends.
True to its name, the brand plans to shuffle its collection six to eight times a year, while offering mini-capsules from time to time. Its catalogue will feature a mix of party and casual wear, both for men and women, with key pieces that can effortlessly be transformed from day wear to an evening number. Expect refreshing cuts, silhouettes and patterns in the launch collection.
Sara Fanning and Gaurav Raheja are the ones behind the design strategies for the collections for women and men respectively, and the two come with years of experience in design and product management.
Rajiv Mehta, CEO of AFBL, shares the idea behind the label, “We monitor global trends in real time, and are quick to produce high quality garments to reflect what’s trending. As the brand is manufactured in India itself, our customers no longer have to wait for the latest trends to reach their doorsteps.”
He also tells us why Shuffle will make a mark in the e-tail space, that’s already choc-a-bloc with clothes and accessories labels — “It is a fast fashion brand. It will offer consumers fresh designs every two months. Couple this with our competitive pricing (starting from `700), and it becomes a go-to-brand for all your fashion needs.” Since its products are priced competitively, there would be no discount on the launch collection, informs Mehta.
Along with Shuffle, AFBL will also launch its new line for college students, called Prym. An ethnic category is also in the offing.
Rs 700 onwards. To be available on Flipkart, Amazon and Snapdeal
— Barkha Kumari