True Blue partners with Fabric Monde for handcraft shirt collection

By

Isabelle Crossley

Published
Apr 11, 2019

The Sachin Tendulkar and Arvind Ltd-promoted menswear brand True Blue has partnered with the Bengaluru-based start-up Fabric Monde to launch a range of “handcrafted” shirts.

True Blue announced on April 11 that it will launch a range of partially “handcrafted” men’s shirts made with Fabric Monde textiles. The business also stated that it aims to continue to collaborate with the start-up for its handcrafted line. 

"This range is our honest attempt to revive the dying spirit of authentic Indian textile and the most exciting part is that these shirts have some or the other hand done element involved in them," True Blue’s creative director Gaurav Raheja, said in a statement as reported by the Press Trust of India.

The line will retail from True Blue’s more than 50 brick-and-mortar retail outlets across India. Likewise, Fabric Monde hopes the celebrity partnership will lead to increased brand awareness and retail expansion across India.

"Collaborating with True Blue and winning their trust on quality has been a huge milestone for us in terms of learning,” said Fabric Monde’s CEO Jyothirmayi D in a statement. “Many more celebrities are joining hands with us to expand our retail presence from 50 plus stores to 500 points of sale over the next two years."