Inizio, the brand launched last year by Ludhiana-based apparel export house Eveline International, has widened its product portfolio by introducing a very soothing and cool T-shirts collection for Indian men.
Explaining the rationale behind the company's decision to launch a T-shirt range, Mr. Suresh Prabhakar, Vice President Marketing at Eveline, told fibre2fashion, “India is a big market housing one-sixth of the world population. With no suitable product to offer the human body a perfect comfort in scorching heat of the Indian summer, we found an exploitable niche in the casual wear for men in domestic market, and hence decided to launch a very soothing and cool collection in T-shirts for Indian men.”
Elaborating further, he says, “The target audience of our T-shirt range comprises 16 to 46 year-old Indian men. They are being forced to choose out of available collection, which most of the time neither suits their skin nor their temperament. This is happening because most of the casual wear offered to them by manufacturers, comes off small scale units having no facility for the requisite R&D.”
“Moreover, many of the garment producers buy readily available fabrics and stitch them into what we can call tasteless recipe. So, the gap analysis of the scenario encouraged us to study the potholes and craft a collection to match the taste of our target audience. Our creative team designed a very beautiful product mix that is especially meant for the Indian market,” he adds.
The new Inizio T-shirt collection comprises engineered auto/feeder stripers embellished with exotic embroideries and supporting small prints, both with and without pockets, along with body hugging casuals for the fitness freaks.
The new T-shirt range includes youthful printed round and V-necks, with utility add-ons like cargoes. The collection is available in a hue of colours such as purple, maroon, gold, navy blue, fuchsia and shades of green.
Eveline International was able to deliver the splendid T-shirt range because the company has complete supporting infrastructure for world class knitting, yarn dyeing, fabric dyeing, garment dyeing, printing, embroidering and apparel manufacturing situated on a 20-acre facility in the Industrial hub of Ludhiana.
Briefing about products in the offing, Mr. Prabhakar says, “After a successful summer innings, we are opting for and are quite hopeful for a stronger winter spree, offering an exotic collection of sweat shirts, jogging suits and Track suits in three-thread fleece, making it quite adequate for use in moderate to severe winters.”
“At Eveline, we endeavour to study the need gaps and offer an updated product that provides our customers a delightful wearing experience, rather than offering a garment only,” he concludes.
Fibre2fashion News Desk - India
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