Van Heusen unveils X-Lifestyle brand collection

Madura Fashion & Lifestyle has unveiled a range

of fashion formals called X-Lifestyle for professionals, under its premium brand Van Heusen. Madura is also looking at attaining a Rs 1,000 crores brand tag in the next three to four years and launch of X-Lifestyle is a step towards it.

X-Lifestyle by Van Heusen breaks decades-old conventions of formality and brings in a subtle and desirable touch of excitement to every professional’s wardrobe. It reflects the belief of next generation of professionals, that creating impact is as much about style as it is about substance. Through bolder checks and stripes, inner detailing patterns, slimmer fits, the range helps the professional of today make a statement. The Aditya Birla Company has tied up with private carrier Jet Airways, to co-brand the new label on one of its aircrafts.

The new product will be available across all cities where the company retail its products. Van Heusen recorded a turnover of Rs 900 crores in FY12. Madura is a leading Indian apparel and retail company for top brands such as Louis Philippe, Van Heusen, Allen Solly, Allen Solly's Woman's Wear, Peter England, Byford, Elements and SF Jeans. The company plays a significant role as a preferred global supplier for international brands such as Esprit, Marks & Spencer, Tommy's Hilfiger, Polo, and Ralph Lauren.