by Apparel Resources News-Desk
12-February-2019 | 1 min read
Apparel brand ITC Wills Lifestyle Ltd. unveiled its new brand identity, WLS, making a tectonic shift to 100 per cent natural and biodegradable materials, embarking on a journey of the unhurried art of going back to nature.
WLS will now sell apparels that are 100 per cent natural – from fabric to threads, buttons and labels. All garments will be made of cotton, linen, silk or woolen materials and will be completely biodegradable.
The new brand logo is rightly named as Tattva.
Vikas Gupta, ITC LRBD Divisional CEO, said, “Evolved consumers understand the consequences of their actions – on themselves, their communities and the planet. As global Indians demonstrate greater confidence and appreciation of the authenticity of Indian roots and heritage, they seek garments that reflect their identity. Our entire product cycle has been reoriented to live up to its promise to consumers, that it is the only destination for crafted, all-natural and authentically designed stylish apparels that tells a unique story in the modern workplace.”
The firm maintained that the new brand logo, Tattva, represents the confluence of all the primary elements – earth, wind, fire, water and space.
The first collection post the new identity is inspired by the diversity, craftsmanship and techniques of Gujarat. The new identity will be reflected in the brand’s retail presence over the first half of 2019.