ABFRL's Jaypore launches menswear line
Aditya Birla Fashion and Retail Limited’s ethnic wear and lifestyle brand Jaypore has entered the menswear market with its maiden collection of over 240 styles made from sustainable textiles.
Jaypore has launched its first menswear collection featuring kurtas, shirts, trousers, and fusion styles, the brand announced in a press release on Tuesday. ‘Menswear by Jaypore’ tailors Jaypore’s signature wearable take on Indian heritage crafts to a male audience with styles ranging from smart casual to formal attire.
“Jaypore is excited to enter the menswear category, and bring to it a freshness of design, crafts and fabrics,” said the brand’s business head Rashmi Shukla in a press release.
“Menswear by Jaypore is an amalgamation of the rich heritage of India and the modern elements of essential wear. This collection renders a picture of The Jaypore Man, who is confident and self-assured, a new-age conscious consumer who believes in making responsible choices. He shares a heightened sense of rootedness with his intention to shop and support local as well as sustainable. The Jaypore Man wears his Indian-ness with élan and his confidence that makes traditional wear look sharp and stylish.”
The collection is made from textiles including Mangalgiri, Tussar silk, linen, and cotton, among others. Subtle detailing is provided with Kantha embroidery and pin-tucks and the colour palette ranges from neutral tones to classic, traditional bright hues.
The collection has launched exclusively on Jaypore’s e-commerce store and in its brick-and-mortar outlets. The brand also recently released its summer womenswear collection featuring everything from occasion-ready kurtas to work-from-home designs.
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