Henceforth called WLS, Brand Inspired by India with Global Interpretations
ITC Wills Lifestyle, continuing its journey of evolution, has made the paradigm shift to 100%Natural Fibers, and keeping with the philosophy of less is more, will now simply be called ‘WLS’. WLS breaks ground as the first mainstream Indian apparel brand to embark on a journey of the unhurried art of storytelling and going back to nature. Social Kinnect has helped with the social amplification of this campaign.
Building on the brand’s promise of purity, quality and craftsmanship, WLS will offer authentic and real apparel which is built on 100% natural fiber. All garments starting Spring Summer ’19 will be made of cotton, linen, silk or wool fibers. This will be a phased approach, as we go from making clothes with natural fiber to developing all trims such as the threads, buttons and labels using natural elements. This approach marks the brand’s stance in favour of timeless, high-quality and multi-seasonal apparel that is now gaining importance among consumers, in a world dominated by disposable garments, fast fashion and relentless consumerism.
The new brand logo, Tattva, represents the confluence of all the primary elements – earth, wind, fire, water and space. Inspired by the pristine world of nature. The universal appeal of the icon can be interpreted to represent the many moods & facets of the universe around us.
The WLS design philosophy retains the minimal, understated and sophisticated characteristics that have inspired loyalists for over two decades, while moving in the direction of authentic, India-inspired styles and patterns. It is rooted in the appeal of clean and classic fashion, aimed at the modern, thoughtful consumer who is conscious of their impact on the environment and values the vibrant heritage and roots of India. Each collection will offer a variety of garments to select from for men and women looking for original, well-made apparel that tells the story of their Indian identities in a confident, yet in an understated manner.
Vikas Gupta, Divisional Chief Executive Officer, ITC LRBD, unveiled the new identity, saying, “Evolved consumers understand the consequences of their actions – on themselves, their communities and the planet. As global Indians demonstrate greater confidence and appreciation of the authenticity of Indian roots and heritage, they seek garments that reflect their identity. Our new direction is an amalgamation of these insights, inspired by all that is real and catering to consumers who value responsibility and originality. Our entire product cycle – from ideating and designing desirable garments, to sourcing and then manufacturing – has been reoriented to live up to our promise to consumers, thus making us the first port of call for crafted, all-natural and authentically designed stylish apparel that tells a unique story in the modern workplace.
Chandni Shah, COO – Social Kinnect added, “We are so glad to be associated with WLS’s relaunch as it moves towards a more natural and organic brand positioning. This is the way forward for the brand in a more environmentally-conscious India and we are looking forward to playing a part in moulding this new identity for the brand.”
The brand has been working towards this new promise through various exclusive collections over the last few seasons such as the Fabrics of India platform, Elements Collection and the 130s Basket Weave Blazers. The first collection to be launched under the new brand direction is inspired by the diversity, craftsmanship and techniques of Gujarat, a region that is recognized for its remarkable aesthetic sensibility and focus on sustainable living. Every garment in the collection has been constructed using natural, timeless techniques and 100% natural and biodegradable materials. The new identity will be reflected in the brand’s retail presence over the first half of 2019.
