Grado, from the House of GBTL and OCM, has recently launched an innovative fabric range, ‘STREEZA’.
From the plethora of fabrics offered by the brand in the menswear and womenswear segments, the ‘STREEZA’ collection is its newest offering to satisfy the customer’s needs.
This stretchable fabric showcases the unique combination of comfort, luxury and style for freedom of movement.
Internationally, 80 per cent of formal menswear has moved to stretch for added comfort. In the last 5 years, in India too, 80 per cent of denim and cotton has moved into the stretch category.
Grado conducted a comprehensive consumer research to identify traits in the fabric that the current fashion conscious audiences are on the lookout for. The R&D led to the launch of ‘STREEZA’.
It is a premium 4-way stretch luxury fabric that epitomises comfort. The stretch of the fabric is spun x spun, which is an innovative and differentiated concept compared to the industry norm of using a stretch filament in the fabric.
Dhruva Singh Chauhan, Whole Time Director, Grado by GBTL, said, “STREEZA is absolutely fantastic – the 4-way stretch in fine counts is meant for extreme comfort and Freedom of Movement – in line with what customers are actively seeking.”
Dhruva averred “Our company has dedicated over 2 decades in understanding and meeting consumer needs with style and sophistication, and we continue to do that in our spirit of providing the best one can ask for. This collection is categorically designed for those who like style, luxury and comfort – all at the same time.”
‘STREEZA’ collection is being promoted across all platforms, most notably through Grado’s official wardrobe partnership with KBC 11.
In addition to the TV ad, ‘STREEZA’ is also being highlighted during the show with the help of an aston band that comes during the Fastest Finger First segment of the game show.
