Athleisure: Fitness apparel that can be worn casually
The fashion needs of millennials have changed in the past decade where comfort wear has permeated daily routine. Athletics and leisure have come together to give us ‘athleisure’.Brand stories Updated: Oct 19, 2016 11:05 IST
Gone are the days when looking good meant dressing-up. Dressing-down is the new chic and young men have embraced this trend globally. “Why spend on 5 pairs of trousers when I can live in two and make them work for both a movie and a quick run to the gym?” says Ishaan Singh, a young graphic designer from Pune. We won’t argue with Ishaan, it makes perfect sense.
We asked some millennials what picture the term ‘gym clothes’ paints in one’s head. While most said, sweat-drenched, loosely fitting Ts and tracks, the slightly fashion conscious ones declared that tight apparel from sports brands was more their style. But there was a unanimous frown when we insinuated doubling gym wear as casuals. “ooh na na, that’s a no go”, blurted Sudarshana Das from Kolkata. While casual is in fact the new chic, casual wear still constitutes a separate wardrobe from gym wear. The fashion needs of millennials have changed in the past decade where comfort wear has permeated daily routine. It is the coming together of athletics and leisure.
abof brings the change in the fashion game by launching SKULT, the athleisure wear range launched by youth icon Shahid Kapoor. (abof)
Identifying this void in Indian wardrobes and taking the idea forward is abof.com, the game-changing online fashion store launched by the Aditya Birla Group. They are taking this street-wear hybrid trend to the next level with the launch of SKULT, in partnership with actor Shahid Kapoor, who has built an iconic reputation amongst India’s youth through movies such as Udta Punjab, Haider, and Jab We Met. SKULT stands for ‘Shahid + Cult’. SKULT’s athleisure collection is unconventional, highly voguish, yet easy to carry and more most importantly, has a bit of Shahid’s personality in each of its pieces. Athleisure clothes are designed to be sturdy, so they can withstand vigorous routines. Yet they are trendy and versatile enough to be worn socially. The SKULT collection will herald a new clothing trend never seen before in India. Designed in-house by abof, it puts strong emphasis on black, grey, nude and monochromatic tones. The offbeat, yet trendy brand has a wide variety of merchandise for men with over 250 options, which include internationally trending categories like meggings and shackets. Apart from bringing these unheard-of categories into India, they have given intricate detailing to traditional styles with innovations like thumb holes, drop shoulder jackets, scoop hem tees, long line tees with drawcord - which makes the collection really stand out. SKULT has used high-performance yet very lightweight fabrics - cotton viscose, slub jersey, grindles, melanges, snow heather, terry, lycra denim, cotton satin, and popcorn knit – with the single-minded objective to make it really comfortable. The line also consists of 50 key pieces under ‘SKULT SIGNATURE’ where each piece has been crafted by the actor himself.
SKULT’s athleisure collection has a bit of Shahid’s personality in each of its pieces. (abof)
“Shahid is a youth icon who is admired for his style. We are extremely excited to partner with him in creating India’s first athleisure fashion brand which combines the actor’s love for ‘fun and comfortable’ dressing”, said President & CEO of abof.com, Prashant Gupta. “Athleisure is the new age clothing and we believe that comfort twined with hi-class fashion will take SKULT to great heights. The collection is exceptionally promising and refreshingly on-point. I am confident that this brand and its collection will be embraced by millennials and will replace a large part of regular clothes in their wardrobes”, he added.
www.abof.com is a go-to online destination for the best in fashion shopping, news and trend watching. www.abof.com has got the most trendy and celebrity-inspired apparel, footwear and accessories that belong in every fashionista’s wardrobe in India. If one wants to get famous, abof assures the best in branded clothing along with fast delivery. So start shopping now!
First Published: Oct 19, 2016 10:57 IST