Van Heusen launches new sub-brand ‘Denim Labs’

Hyderabad: Van Heusen, India’s leading power dressing brand from Aditya Birla Fashion and Retail Ltd., today announced the launch of its new sub-brand ‘Denim Labs’. Van Heusen Denim Labs ushers in the new age of denim, crafted for the modern-day professionals who need to seamlessly shift between work and play. The brand has also launched a campaign entitled ‘Move In The New Blue’ featuring the face of the brand and India’s leading Bollywood star Jacqueline Fernandez.

Targeting young professionals, Van Heusen Denim Labs is designed to look undeniably sharp and engineered to provide true freedom of movement, infused with an upgrade on style and comfort. Using its rich experience of over 128-years in the workwear category, this new sub-brand stands for fashion and functionality, with each product offering created to provide the perfect blend of comfort, performance, and ergonomics.

Van Heusen Denim Labs will offer an entire collection range including shirts, trousers, layering pieces like truckers, jackets and blazers for both men and women. The collection features attractive style elements such as a contoured waist for maximum grip and sleek look, reinforced seams for extra durability, power stretch for easy movement and easy-access pockets. These denims are available in different fits such as skinny, slim, and regular, all of which come in a selection of washes and finishes.

Van Heusen has also unveiled a campaign christened ‘Move In The New Blue’ to promote the Denim Labs brand. Centered over Jacqueline who is grooving, stretching, swaying, spinning in variety of denims by Van Heusen Denim Labs, the film showcases the broad range of supremely stylish denims perfect for every occasion and mood of today’s style and comfort conscious consumer. The campaign will be featured across multiple mediums such as television, print and digital.

Conceptualized by Famous Innovations, it is Van Heusen’s maiden campaign for the newly announced sub brand, Denim Labs. The new sub-brand reflects the inimitable stylish and fashionable range of denim wear for both men and women. Van Heusen has curated the collection for every mood of young modern Indian customer, who are inclined towards fashion that comes with functionality and comfort. With the launch of Denim Labs, Van Heusen has introduced a whole new realm of bold, stylish, comfortable, and playful denims to its customers.

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