ITC Wills Lifestyle is now WLS, to go natural for growth in India

By

Maverick Martins

Published
Feb 8, 2019

Apparel brand ITC Wills Lifestyle is repositioning itself as a 100 percent natural brand, "WLS", to tap the growing demand for natural apparel products in the market. The company has also launched its new logo "Tattva" to give the brand a natural connection with the consumers.
 

WLS has decided to go 100 percent natural for all its apparel products. The company claims that going forward every garment from fabric to the threads, buttons, and labels will consist of purely natural elements.
 
WLS will use fully biodegradable cotton, linen, silk or woolen materials for its garments.

Vikas Gupta divisional, chief executive officer at ITC, in a statement said: “As global Indians demonstrate greater confidence and appreciation of the authenticity of Indian roots and heritage, they seek garments that reflect their identity. Our new direction is an amalgamation of these insights, inspired by all that is real and catering to consumers who value responsibility and originality.”
 
“Our entire product cycle - from ideating and designing desirable garments, to sourcing and then manufacturing - has been reoriented to live up to our promise to consumers, that we are the only destination for crafted, all-natural and authentically designed stylish apparel that tells a unique story in the modern workplace,” he added.
 
WLS will launch its first collection which is inspired by the diversity, craftsmanship, and techniques of Gujarat in the coming months. The new identity will be reflected in the brand's retail presence over the first half of 2019.