It’s all about Be­ing Hu­man

VM&RD - - INDIAN DESIGN -

Sal­man Khan’s char­i­ta­ble or­ga­ni­za­tion ‘Be­ing Hu­man’ has a dis­tinct line of fash­ion ap­parel that has be­come syn­ony­mous with the youth. The brand has launched its flag­ship store at Link­ing Road, Mum­bai in part­ner­ship with Mand­hana In­dus­tries Limited.

Af­ter un­veil­ing the ‘Be­ing Hu­man’ fash­ion line in Paris, through the shop-in-shop con­cept across 100 stores, the Be­ing Hu­man Foun­da­tion has now part­nered with Man­ish Mand­hana to de­sign, man­u­fac­ture, re­tail and dis­trib­ute cloth­ing in In­dia. The pro­ceeds from the sale will go to the foun­da­tion, which in turn aids the un­der­priv­i­leged through ed­u­ca­tion and health ini­tia­tives. The 4000 sq ft store ex­pe­ri­ence starts with two large pil­lars with the Be­ing Hu­man logo fea­tured promi­nently be­tween them, the idea be­ing to let th­ese pil­lars mark an en­try into this loft space that ex­udes the feel of a by­gone era. This has in fact be­come a sig­na­ture mark for all the stores. The brand uniquely com­bines fash­ion with a hu­man­i­tar­ian cause, set­ting it apart from other fash­ion of­fer­ings. Also, as an ef­fort to­wards sus­tain­abil­ity, or­ganic cot­ton is be­ing planned to be used in the com­po­si­tion of the mer­chan­dise. The prod­ucts on of­fer in­clude high qual­ity ca­sual-wear cre­ated in line with lat­est global trends. Clothes for men in­clude T-shirts, shirts, shorts, den­ims and chi­nos. Women can soon choose from an ex­cit­ing range of t-shirts, shorts, den­ims, tops and dresses. The women’s and chil­dren’s lines will also be launched in the near fu­ture. The store has a com­bi­na­tion of dif­fer­ent used ma­te­rial en­forc­ing their mes­sage of child health­care and ed­u­ca­tion. In keep­ing with the aim of sus­tain­abil­ity, the choice of ma­te­rial ob­vi­ously in­cludes re­cy­cled and waste ma­te­rial. Vin­tage lamps, old bulbs, ink pots, or­ganic reused wood, trunks, and old pro­jec­tors fur­ther lend a vin­tage am­bi­ence. The fix­tures used in the store are also made out of waste ma­te­rial or have been re­cy­cled. Floor­ing of the store has also been syn­chro­nized with the warm theme. “We wanted to keep ev­ery­thing sim­ple and di­rect as the brand is all about char­ity. We have com­mu­ni­cated the same by keep­ing our win­dows sim­ple. Also, we have stan­dard man­nequins cus­tom­ized and de­sign to cor­re­late to the fix­tures and props,” ex­plains Karan Berry, VM Con­sul­tant, Be­ing Hu­man. Speak­ing fur­ther on the cause be­ing re­flected in the stores, Ra­jan Pil­lai, Pres­i­dent Re­tail,

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