One of the leading knitted brands, Kolkata-based Dollar Industries has collaborated with Bollywood actor Saif Ali Khan for its brand Dollar Lehar. The company already has such collaboration with Akshay Kumar for Dollar Bigboss.
In a statement, the company said that the decision to increase the mass portfolio with Bollywood celebrities is prompted by the growing fashion aspirations across the country’s Tier-2 and Tier-3 cities.
“The lines of distinction between top metros and the rest of India is fast blurring when it comes to making a fashion statement. Increasing disposable incomes coupled with the aspiration to look as stylish as their metronome brethren cuts across Tier-2 and Tier-3 cities. As India’s homegrown innerwear brand, we decided to create a level playing ground for both our premium and economy segment and therefore we needed a communication which would appeal to these new evolving consumer segment who aspire for value-for-money fashion”, said Vinod Kumar Gupta, MD of the company.
In another development, Hip-Hop royalty and chart-topping rapper, King, joined hands with Campus Activewear Ltd., the leading footwear brand, to unveil the Campus OG collection. This collaboration represents a fusion of music and fashion, combining King’s iconic style and creative expression with the state-of-the-art designs and trendsetting footwear expertise of Campus Activewear.
