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Paragon launches athleisure brand Eeken for youngsters

30
Dec '19

Pic: Paragon

What: Paragon Footwear has launched athleisure and lifestyle brand Eeken

Who: Paragon Footwear

Collection: The Eeken range will have over 80 unique shoe designs in the first phase for the young, fun and active Gen Z audience. Eeken range will focus on shoes (lifestyle, canvas and athleisure); sandals & flip-flop segments designed in London and made in India.

USP: Eeken is created with the intention of injecting moments of unadulterated cool into the daily lives, routines and fashion of young and energetic consumers by offering a range of lifestyle sneakers that are accessible, durable and attuned to 'weekend life'.

Price Points: ₹999 to ₹2,999

Available: Initially in the first phase, Eeken will enter markets like Mumbai, Pune, Nagpur, Nasik, Ahmedabad, Hyderabad & Bangalore. The second phase expansion will cover other metros and cosmopolitan cities throughout the country.

Bytes: "India is the fastest growing market for athleisure and sportswear. We are thrilled to bring our top of the line offering to our loyal consumers who are young, ambitious and always on the move. The Eeken range will please discerning audience across age groups. Paragon is renowned for quality, durability and value for money amongst its consumers. With Eeken we will push the envelope for design and style in athleisure and lifestyle segment. Eeken products will be designed in London and to suit the taste of fashion-conscious men and women," Sachin Joseph, EVP marketing, Eeken & Information Technology, Paragon Footwear, said.

"Youngsters today are opting for sporty looks and this trend is driving the growth of athleisure market. Eeken will operate in the mid-priced segment but in the affordable lifestyle segment. We are coming up with 80 designs to suit the aspirations and need of 18-25 years age group across middle class income household. Our offering is designed to please," said Joseph Zachariah, director sales & marketing, Paragon Footwear.

About the company: Paragon Footwear was born in 1975 at Kerala and now headquartered in Bangalore, Karnataka with a production capacity of 1,500 in a day. Paragon's journey began to other states in the year 1982. The company's distribution of footwear is networked through 18 depots across India. Retail shopkeepers are serviced by more than 500 distributors, delivering stocks to every corner of the country in the shortest possible time. Paragon also has an in-house footwear design team dedicated to creating new designs and models to keep up with market demand.

Fibre2Fashion News Desk (JL)

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