Amazon India launches SKULT, an athleisure brand

Amazon India has teamed up with Shahid Kapoor to launch an athleisure brand SKULT on Amazon Fashion platform. The garments under the brand, built on the core principle of ‘fashion meets functionality,’ are priced between Rs 599 and Rs 2,999. SKULT has introduced some new categories to the Indian market for example, the thumb holes, drop shoulder jackets, scooped hem tees, long line tees with drawcord.

Vipul Mathur, Brand Head of Aditya Birla Fashion and Retail points out, SKULT as a brand has been extremely well received. Being a fashion-forward athleisure brand, SKULT is popular amongst new age youngsters, who believe that neither style nor comfort can be compromised on. The launch at Amazon Fashion will only mean greater visibility for the brand wherein Amazon will get the opportunity to engage with a wider set of customers from all over India.