'Unformals' to account for 20 percent of Vimal’s portfolio

Vimal, the textile brand from Reliance Industries

expects its ‘Unformals’ collection to account for 20 percent of its portfolio in the future. The new range of fabrics called ‘Unformals’ is aimed at attracting the young, who want to follow the formal corporate dressing, while maintaining a trendy look,

The brand was launched with a new campaign, ‘Be Unformals’, and has four groups of products: fashion jacketing, fashion cottons, fashion and feel and fashion ceremonials. Fashion jacketing, offers jacketing fabrics in a variety of colours and designs, beyond the typical blues and greys. The company already exports such a range to the US, Europe and Japan. While fashion cottons would focus on comfort cotton fabric in formal wear having 80 percent cotton component.

Vimal has also launched an innovative 'Tie-Burning' campaign and celebrated ‘No Tie Day’ in nine cities including Delhi, Kolkata, Hyderabad, Chennai, Bengaluru and Jaipur. The textile brand has several stores pan India that stock comprehensive Vimal products including Vimal fabrics, apparel, and accessories.