RIL partners Myntra to co-brand denim collection

Mumbai, Dec 22 (PTI) Reliance Industries todaypartnered with fashion ecommerce player Myntra to co-brand itsexclusive denim collection Mast & Harbo...

Mumbai, Dec 22 (PTI) Reliance Industries todaypartnered with fashion ecommerce player Myntra to co-brand itsexclusive denim collection Mast & Harbour with the flagshipproduct from the former, RElan FeelFresh.

"RElan FeelFresh is one of our flagship products. Theassociation with Myntra, being one of the fastest growingfashion brands in the country, provides us a great platform tolaunch apparels made out of our innovative technologies. Wehope to partner with them on our other performance products aswell," Gunjan Sharma, CMO, polyester business at RIL said in astatement.

This collection of Mast & Harbour is made from fabricusing RElan FeelFresh technology that offers anti-microbialand anti-odour properties, a joint statement said.

Recently, RIL entered inot a partnership with VFCorporation of the US, which owns the world's largest denimplayer Wrangler, to co-brand the Inficool denim range and tomarket in China, India, Japan and Thailand.

As per the partnership deal, RElan will get visibilityin the form of hangtags on garments and other publicity toolsat points of sale.

RIL has identified Westerns states in the country asone of the key focus areas for RElan. Bhiwandi, Tarapur,Ichalkaranj, Malegaon, Navapur in Maharashtra and Surat,Ahmedabad, Vapi and Umbergaon in Gujarat are some of theimportant centres for this brand.

RIL is targeting 50-60 mills which have the innovationinclination and manufacturing excellence to be its hubexcellence partners. These mills will form the supply chain tofeed brand and fabrics demand from retail side.

Currently, RIL is in the process of meeting 180-200top brands/garment makers and exporters to showcase RElanproduct range, it said.

The co-branding will give RIL a foothold in theestimated Rs 2.5-trillion domestic apparel market comprisingalmost a 50-50 share of menswear and womenswear. PTI DSK BENBEN.

This is unedited, unformatted feed from the Press Trust of India wire.

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