Stepping towards responsible fashion
Aditya Birla Fashion and Retail Ltd’s (ABFRL) most successful menswear brand ‘Peter England’ on Monday announced a strategic collaboration with the Government of India’s ‘India Handloom Brand’ to work together to promote the Indian handloom industry.
The strategic partnership was announced in the national Capital in the presence of Smriti Zubin Irani, Union Minister of Textiles along with Manish Singhai, Brand Head, Peter England.
Aimed at celebrating the splendid handiwork of weavers and the rich legacy of India’s handloom industry, Peter England has been promoting environment friendly and responsible fashion that is sustainable and does not harm the eco-system.
Committed to supporting Indian weavers and their artwork, Peter England will design an exclusive line of handloom shirts in partnership with Government of India’s “India Handloom Brand”.
To inaugurate this new initiative, Peter England collaborated with the handloom weavers from Mangalgiri in Andhra Pradesh to develop an exclusive “India Handloom Brand” collection for the first time. These garments are crafted using 100 per cent handloom fabric which is unique in style and comfort, making this line of fashion attire truly Indian and authentic. Moreover, the collection will flaunt the logos of both the players – the Peter England logo along with the Government of India’s ‘India Handloom Brand’ on these garments to reflect the spirit of a socially responsible corporate citizen.
Smriti Zubin Irani, unveiling the new collection said, “Authentic handloom products have always found resonance with Indian consumer. Our partnership with Aditya Birla Fashion and Retail’s well known brand - Peter England will allow weavers to satiate this demand by making their products available in the market. Weavers will also get the right value and visibility in the Mens fashion garments market for their quality fabrics, through this partnership with Peter England and their direct sales channel.”
Commenting on the collaboration, Manish Singhai, Brand Head – Peter England, Madura F&L, Aditya Birla Fashion and Retail Ltd said, “We are glad to partner with the Government of India’s Ministry of Textiles for this initiative that plays a very important role in scaling up the ‘Make in India’ vision of the Prime Minister. By closely working with the Ministry of Textiles, Peter England aims to bring the rich Indian heritage of handlooms closer to the Indian consumers.”
The “India Handloom Brand” was launched by the Honorable Prime Minister of India on August 7 last year, in order to promote the branding of high quality handloom products, with zero defects and zero impact on the environment. The “India Handloom Brand” is a testimony to the quality of handloom products in terms of raw material, processing, embellishments, weaving design and other parameters, besides social and environmental compliances for earning the trust of the customers. handloom fabric sand handloom weavers form an integral part of the rich culture, heritage and tradition of India. With a view to promote the handloom industry on a sustainable basis, it is deemed necessary to produce quality fabrics with new design for winning the trust and confidence of customers.
Under the collaboration, initially a unique collection of shirts in 18-20 styles would be retailed at prices starting from Rs 1699 across all Peter England stores in Delhi and NCR.