Abof launches athleisure brand Skult by Shahid Kapoor

October 19, 2016 - India

Abof, an online fashion shopping destination by Aditya Birla Group, has launched athleisure fashion brand Skult, in partnership with actor Shahid Kapoor on its portal. Skult, India’s first athleisure brand, is built on the principle of fashion meets functionality and design meets innovation. Skult is crafted to suit all occasions - work, casual or social.

Skult’s athleisure collection is unconventional, highly voguish, and easy to carry. The collection has strong emphasis on black, grey, nude and monochromatic tones. The brand has a variety of merchandise for men in its launch season with over 250 options, which includes internationally trending categories like meggings and shackets.

Skult, which stands for Shahid + Cult, has used high-performance yet very lightweight fabrics - cotton viscose, slub jersey, grindles, melanges, snow heather, terry, lycra denim, cotton satin, and popcorn knit. The line also consists of 50 key pieces under ‘Skult Signature’.

“Shahid is a youth icon who is admired for his style. Athleisure is the new age clothing and we believe that comfort twined with hi-class fashion will take Skult to great heights. The collection is exceptionally promising and refreshingly on-point. I am confident that this brand and its collection will be embraced by millennials and replace a large part of regular clothes in their wardrobes,” said Kedar Apshankar, deputy CEO, abof.com.

Shahid Kapoor said, “Skult is about fashion and functionality. Skult is about being yourself wherever you are. It's about apparel that's an extension of your body. That allows you to express yourself with no restrictions or rules. Sometimes clothes that are cool feel too restricting. This line sets you free. Own style. Don't let style restrict you.”

Skult is an athleisure brand which draws inspiration from all around the world but is adapted for Indian sensibilities and body types. (HO)