Van Heusen launches sub-brand ‘Denim Labs’, signs actor Jacqueline Fernandez as brand ambassador

By

Maverick Martins

Published
Apr 21, 2021

Aditya Birla Fashion and Retail (ABFRL)-owned brand Van Heusen has launched its new sub-brand ‘Denim Labs’ and signed Bollywood actor Jacqueline Fernandez as the brand ambassador.
 

With the launch of Denim Labs, Van Heusen has strengthened its portfolio with its entry into the lucrative denim segment.
 
Denim Labs will sell functional denims, shirts, trousers, layering pieces like truckers, jackets and blazers for men and women among others. The brand will be available at Van Heusen’s brand outlets, multi-brand retail, and e-commerce platforms.

Commenting on the launch, Abhay Bahugune, chief operating officer of Van Heusen, in a statement said: “We have recognised that the country’s younger consumers are seeking comfortable and functional denim wear considering the new norms being implemented across the workplace. We felt this is the best time to launch our new denim sub-brand.”

Commenting on her association with the brand, Jacqueline Fernandez added: “I feel humbled to espouse the dynamic, young and new age vibe of Van Heusen denims, that are bringing a new code to the category.”

ABFRL is part of Indian the conglomerate The Aditya Birla Group with a network of about 3,000 stores that sell clothes and accessories from Louis Philippe, Van Heusen, Allen Solly, and Peter England, among others.