More and more brands are seeking actors to promote their brands and abof is the latest to launch of India’s first athleisure fashion brand, Skult, exclusively on its portal. This brand is 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, built on the principle of ‘Fashion meets functionality and Design meets Innovation’, is an evolved style of athleisure which draws inspiration from all around the world but adapted for Indian sensibilities and body types and most important, everything about Skult somehow reminds the consumer something about Shahid Kapoor. The actor says what he likes about the brand is that it allows him to feel free and express himself.
The collection has strong emphasis on black, grey, nude and monochromatic tones and uses lightweight fabrics like cotton viscose, slub jersey, grindles, melanges, snow heather, terry, lycra denim, cotton satin, and popcorn knit – and more interesting each piece has been crafted by the actor himself.“Shahid is a youth icon admired as much for his acting as for his style. We are proud to partner with him in creating India’s first athleisure fashion”, said Kedar Apshankar, Deputy CEO.
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