Tendulkar and Arvind Fashion Tests new Pitch with 'True Blue'

BENGALURU: In a recent development, Arvind Fashion Brands has teamed up with Master Blaster Sachin Tendulkar to create a new line of denim wear under the brand name ‘True Blue’. The brand is the brain child of Tendulkar’s love for the country, cricket and his taste in fashion. He opens the innings on a new pitch with Arvind’s shared enthusiasm in his ideas coupled with their expertise in the apparels industry.

Arvind Fashion Brands is India’s largest and the World’s fourth largest manufacturers and exporters of denim. Apart from retailing their own brands, like Flying Machine, they also have tie-ups with industry giants like Tommy Hilfiger and Lee.

"The thought of crafting something highly iconic, that every Indian can talk to, has been on my mind for a long time. When Arvind Fashion Brands shared this vision with me, there was a real synergy in our thoughts. True Blue is a very subtle in that manner, with its own way of making loud statement. It is my taste, what I like to wear," says Sachin.

The brand targets men aged between 28 and 40 and will have approximately 30 stores in the near future, beginning with home ground Mumbai followed by Bengaluru. They will be initially launching casual and formal wear at an estimated price range of 1,200 – 3,500 and premium evening wear that would cost up to 8000.

According to Rajiv Mehta, CEO of Arvind Fashion Brands and Arvind Sports Lifestyle, the True Blue is expected to produce returns of almost 200 – 300 crore within the next five years. They expect to see huge traction from real estate developers after their official launch of the brand both in Mumbai and Bengaluru. 

The shareholding pattern hasn’t been disclosed by either party. But, apart from taking an equity stake, Tendulkar has also spent a considerable time in helping the True Blue team design the new collections.

"When the team from Arvind first reached out, I showed my entire collection, we spoke about my taste. Now also I will give my full commitment and before launch of every collection, we will work together," adds Sachin.

After establishing the clothing line, they also intend on venturing into accessories. With Puneet Jain, CEO of Arvind Fashion Brands elucidating that in the future they would also be looking at accessories including belts and wallets. He also stressed on the fact that ‘True Blue’ is an out and out men’s only brand and it won’t be venturing into women’s clothing and accessories.

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