All About Fashion or abof, the digital arm of Aditya Birla Retail, in association with Bollywood actor Shahid Kapoor has brought SKULT, an athleisure fashion brand.
Seeing huge potential in the athleisure fashion segment, which specifically identifies fashion as comfort and targets millennial consumer, SKULT has kept its offerings easy to carry, the company said in a statement.
As per the company statement, SKULT has been built on the principle of ‘fashion meets functionality and design meets innovation’, is an evolved style of athleisure which draws inspiration from all around the world but adapted for Indian sensibilities and body types.
SKULT stands for Shahid + Cult.
The atypical ‘Athleisure’ collection by Skult has been designed in-house by abof and has taken more than a year to work on this brand and its products.
“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 is a youth icon who is admired for his style. We are extremely excited to partner with him in creating India’s first athleisure fashion brand which combines the actor’s love for ‘fun and comfortable’ dressing,” added Apshankar.