After successfully launching the kidswear brand Ed-a-Mamma in 2020, Alia Bhatt has now announced the launch of a casualwear teen line called Edheads. The brand has teamed with the online retailer Myntra to introduce this new product line, and it is counting on the line’s competitive pricing and strong customer base to drive sales.
Edheads aims to build a community around a like-minded conscious generation. The clothes, specially designed for teens aged between 11 and 17 years are available exclusively on Myntra.com and edheads.edamamma.com.
Commenting on the new launch, Alia Bhatt in a statement said, “It’s always been my vision to create a universe of quality products for children and their parents, designed for them and for the planet. We’ve already introduced maternitywear and kidswear, and clothing for young adults felt like the natural next step. Gen Z is more socially aware and environmentally conscious and that is the community that we want to nurture.”
Iffat Haider Jivan, Business Head, Ed-a-Mamma describes what makes the teen brand unique, “Edheads is a collection for teens with attitude. It is trendy, stylish and designed to give teens a space to be themselves. It is everything a teenager is – carefree and dynamic.”
The collection uses biodegradable fabrics made from natural fibres, safe AZO-free colours and nickel-free trims and buttons. The line delivers amazing quality and styles at reasonable prices while being conscious and comfy.
