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Denim Labs: Van Heusen’s new offering for young professionals

Madhushree Chakrabarty April 21, 2021
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Aditya Birla Fashion and Retail Ltd’s fashion brand VanHeusen announced the launch of ‘Denim Labs’, its new subbrand. The leading power dressing brand created ‘Denim Labs’, to cater to the modern-day professionals with a new age of denim, to switch between work and play. ‘Move In The New Blue’, is the campaign supporting the subbrand which features Jacqueline Fernandez.

Van Heusen Denim Labs is targeting young professionals to give a sharp look and facilitate the true freedom of movement with an upgraded style and comfort. Using its rich experience of over 128-years in the workwear category, this new sub-brand stands for fashion and functionality, with each product offering created to provide the perfect blend of comfort, performance, and ergonomics.

Van Heusen Denim Labs will offer an entire collection range including shirts, trousers, layering pieces like truckers, jackets and blazers for both men and women. The collection features attractive style elements such as a contoured waist for maximum grip and sleek look, reinforced seams for extra durability, power stretch for easy movement and easy-access pockets. These denims are available in different fits such as skinny, slim, and regular, all of which come in a selection of washes and finishes.

Commenting on the new brand launch, Mr. Abhay Bahugune, Chief Operating Officer, Van Heusen said, “We have recognized that the country’s younger consumers are seeking comfortable and functional denim wear considering the new norms being implemented across the workplace. We felt this is the best time to launch our new denim sub-brand. Denim Labs encapsulates the authenticity and heritage of Van Heusen with a contemporary and aesthetic personality that will appeal to today’s youth. Our new brand is targeted at the young who are self-driven, passionate, stylish, tech-savvy, ambitious and assertive. With the launch of Denim Labs, we aim to be the most preferred denim brand in the country for young professionals.”

With this campaign, we are confident that our viewers will recognize how Denim Labs is a playful yet stylish addition to their wardrobe. Jacqueline has brought the whole idea of #MoveInTheNewBlue alive which will be loved by audience at-large”, added Mr. Bahugune.

Commenting on the association Jacqueline Fernandez said, “I am delighted to be associated with the Van Heusen family and be a part of the brand’s new venture. It feels empowering to represent the Van Heusen Denim Labs which completely echoes with my own idea and belief of fashion. I feel humbled to espouse the dynamic, young and new age vibe of Van Heusen denims, that are bringing a new code to the category. Denim Labs surely paves way for modern young men and women to make an impact with highest levels style and comfort.”

Mithila Saraf, Business Head, Famous Innovations, added, “With Denim Labs, we have explored new avenues for Van Heusen with an energetic, peppy and young vibe. The brand continues to push boundaries in terms of versatility, dynamism and style, and this campaign communicates all those attributes in a fun, light and engaging way. We hope it will be sticky in the consumers’ minds and make people curious about Van Heusen Denim Labs.”

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