April 22: Van Heusen has recently launched a new sub-brand Denim Labs and has brought on-board Jacqueline Fernandez as the brand ambassador for the same.

Aditya Birla Fashion and Retail owned brand aims to strengthen its portfolio by entering the lucrative denim segment. Denim Labs will sell varipus product varieties such as shirts, trousers, denims along with layering pieces like jackets, blazers, truckers for both men and women.

The new product line will be available at Van Heusen’s brand outlets, multi-brand retail, and e-commerce platforms as well.

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ABFRL is part of The Aditya Birla Group, an Indian conglomerate that has a network of about 3,000 stores selling clothes and accessories from various brands like Louis Philippe, Van Heusen, Allen Solly, and Peter England, among others.

Commenting over the latest development, Abhay Bahugune, chief operating officer of Van Heusen 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.”

Sharing her excitement over the association with the brand, Jacqueline Fernandez quoted, “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.”

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