Menswear brand Indian Terrain names MS Dhoni as brand ambassador
Menswear brand Indian Terrain has named former Indian cricket captain MS Dhoni as its new brand ambassador as the label works towards producing 50% of its collection sustainably over the next five years.
In his new role as ambassador for Indian Terrain’s sustainable collection, Dhoni aims to promote ethical clothing production to a wider audience, the cricketer said in a statement.
“Times are changing and so is fashion,” said Dhoni, about his new partnership with the brand, News18 reported. “We choose fashion that makes you feel good and places the terrain first.”
“To have a personality like MS Dhoni as the face of the campaign is indeed a reassuring movement as we are confident that more consumers will become mindful of their buying decisions and its impact on the environment,” said Indian Terrain Fashions Limited’s managing director, Charath Narsimhan, News18 reported.
“We are sure that with MS Dhoni on board our sustainable collection will pick up pace and contribute nearly 15% of the festive season sale this year.”
Indian Terrain retails a range of eco-friendly t-shirts, trousers, and shirts manufactured through sustainable farming methods, according to the brand. Indian Terrain aims to respond to the growing consumer demand for sustainable fashion at an affordable price, it said.
“We are happy to be further strengthening our commitment towards becoming India’s first retail fashion brand that offers sustainable clothing options for consumers who are moving towards green fashion,” said Narsimhan.
“We are elated to have MS Dhoni on board for this campaign and have someone of his stature help us magnify what we believe in and stand for.”
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