Provogue forms partnership with Super Fight League

Apparel firm Provogue has floated an equal joint venture

with Raj Kundra’s Super Fight League to be called Pro SFL that will sell the merchandise of mixed martial arts events. SFL (Super Fight League) specialises in mixed martial art and is promoted by Kundra and actor Sanjay Dutt.

The special purpose vehicle has rolled out deodorants as its first product and also plans to launch sun glasses, personal grooming products and T-shirts. The joint venture will be the first focus on the western region before looking at a national roll-out.

Provogue recently also joined hands with leading Hindi entertainment channel Zee TV’s Hero ‘Sa Re Ga Ma Pa 2012’. Provogue is the official wardrobe partner to the first ever musical talent hunt show on Indian television. The newly launched collection imbibes style and comfort into designs inspired by music.

Provogue is a fashion & lifestyle retail business developed and launched in 1998 as a menswear fashion range of contemporary clothing with a styling that made it relevant for the Indian market and quickly established its leadership.