Twills launches a new range of eco-friendly shirts

With youngsters becoming more fashion conscious, brands have to innovate and think out-of-the-box to reach out to this important segment of shoppers. Twills Clothing is one such company that has been catering to the youth and has always stayed ahead in the race to bring the most stylish and elegant apparel to Gen Next. Their new collection has, in fact, a young and cool look.

The special line of shirts designed for this season includes printed shirts in solid and pastel colours. Twills is known for casual shirts even though they have trousers, denim, T-shirts and shorts.

Eco-friendly for the conscious youth

Vijayawada-based Twills has introduced a new concept called ‘eco-spirit’. In this no plastic in any form is used during the making and furnishing process. It’s not even used for accessories such as buttons. Wooden buttons have been used in place of plastic, packaging is done with planted seed paper. This involves a certain procedure and has been done to make the environment safe. Twills is promoting this concept in a big way, they even have Youtube video displaying how this works and its impact. So far the response has been good as consumers are increasingly going for these shirts. In fact, no other brand has worked on a concept like ‘eco-spirit’ before and Twills is the frontrunner in this space. Twills used a special fabric for this particular range called ‘Acru’. It is an unfinished fabric, which is sourced from Vardhman and Arvind Mills, and it is made especially by Twills. It is completely eco-friendly. These particular shirts are available in prints, horizontal stripes and solid colours.

And G S Naveen, MD, Twills Clothing explains, “The range is expected to be available on all the channels soon. We have put ‘eco-spirit’ counters in our stores but at MBOs and LFS, the shirts will be available only by the end of this season. We are available through all channels in offline.”

Casual is cool and trendy

Twills makes casual and semi-casual shirts. The semi-casual shirts are simple and plain, made using causal fabrics. These shirts don’t have any washes or embellishments. They are the ideal office-going type of shirts. Different fabrics such as denim, prints, mix and match fabrics etc., are used for casual shirts. About 30-35 per cent semi casual shirts and 60 per cent casual shirts are made. This summer, Twills will offer shirts made of light-weight poplin, linen, denim etc. Prints and denim are more in demand, stripes are also available in a small percentage.

Twills, which started in 1999, has around 87 EBOs. The brand is present mostly in South India in states like Kerala, Andhra Pradesh, Tamil Nadu and Odisha. The company has 2,000 branded MBOs across the country. They are also available through Reliance Trends in more than 150 stores.