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The newest brand from Future Style Lab, Ancestry, which launched its maiden store in the capital city in May, has recently opened its first store in Kolkata, South City Mall. The brand, which presents a contemporary take on traditional Indian fashion and lifestyle, has earned many accolades in India’s fashion circles already and seems all geared up to woo Kolkatites too.The brand, which presents a contemporary take on traditional Indian fashion and lifestyle, has earned many accolades in India’s fashion circles already and seems all geared up to woo Kolkatites too“Sports goods were the highest selling category with a total of eight lakh pairs of shoes sold across the country during the sale,” the statement added.The?event in Kannauj, organized with complete support from the local administration, received tens of thousands of attendees enjoying music, folk performances, choreographed shows, fun rides, and?delectable street food.

“We plan to invest about Rs 100 crore to add 80 new stores by financial year 2020-21. In the next phase of expansion we will focus on North East. We are also looking at clocking turnover of Rs 1,100 crore in two years time,”?J P Shukla, Founder & CEO of 1-India Family Mart, told PTI.The design is crafted to meet the modern-day sensibilities of contemporary dandy men. Fire-breathing dragons, fantastic beasts, regal eagles, all the mythical creatures and several other esoteric designs can now be realized on the emblematic Berluti Venezia leather from shoes and handbags to belts and other small leather goods.Athleisure is possibly one of the biggest trends to have hit the discipline of fashion retail till date. Think of women wearing yoga pants for a night out after work. There are CEOs donning yoga bottoms to board meetings. While some have downplayed the rise of athleisure as a passing fad, a sizable number of industry reports seem to indicate otherwise. Athleisure reflects a lifestyle shift, a growing trend of fitness consciousness that view athletics not only as a hobby but also as an all-around lifestyle. Hence, this relaxed standard of clothing has naturally emerged as a new segment that is progressively been preferred over casual wear.Athleisure is possibly one of the biggest trends to have hit the discipline of fashion retail till date

Going by the practice and principles of yoga, we believe one should wear clothing that allows easy movement, is comfortable and also naturally breathable. It should almost be like a second skin because yoga requires ease in movements. Most sportswear categories make clothes using plastic materials like nylon and polyester. The garments are often tight and restrictive and loaded with chemicals. As a yogi, ideally one should makes choices that support the environment.A lot of brands are embracing sustainability over the last few years and consumers are becoming more aware of the disasters caused by the use of plastic in apparel. At Proyog we are continuously innovating materials to create organic and sustainable yoga gear. Our new yoga mat is also created with natural rubber and jute, all sourced in India. It is completely biodegradable. We want to put India on the map with our range of premium yoga products that’s both great for you and the environment.Shruti Behal, Head – Product Design (Lingerie, Nightwear, Swimwear & Activewear), PrettySecrets too believes that technical performance in Activewear is very important because it improves performance.

Jiggy George, Founding Partner and Managing Director, Mojostar explains that a sportswear is performance oriented. It offers technical functionality to help improve performance. Activewear, on the other hand is designed for people with active lifestyles, there is functionality, but it also offers comfort and styling, such that consumers can wear it not only for fitness and exercise regimes, but also as casual wear.Indian men and women are embracing the ‘stay fit and stay healthy’ lifestyle. “Men and women in the age group 25 to 35 are the biggest buyers of activewear. Women lead the market with a 60 percent share in this segment,” shares Shruti Behal. Jiggy Goerge states that there are more activewear brands for men and therefore the sales are higher. “However, there is so much potential for women activewear brands and with Just F, we are addressing this vastly under-serviced segment.”At present, the online sales are appreciating at a great speed with alternative options of payments and easier movement of inventory. People have started trusting online sales and have greater confidence in purchasing through payment gateways. Online retailers are collaborating with brands to have greater visibility and brand diversity across channels of distribution. E-commerce players who have made activewear as a separate category are seeing between 20 to 70 percent growth in this segment. For example, Amazon India set up a dedicated activewear store and collaborated with global and Indian brands selling activewear.
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