Wills Lifestyle goes lower back to nature

ITC Wills Lifestyle has made a tectonic shift to a hundred percent herbal. It could now virtually be called ‘WLS.’ As sustainable fashion becomes the buzzword, here’s another brand that’s taking to it in a big way. ITC Wills Lifestyle has made a tectonic shift to 100 percent natural and will now be called ‘WLS.’ It is probably the first mainstream Indian apparel brand to embark on a journey of the unhurried art of going back nature.

From the fabric to the threads, buttons, and labels, every garment from WLS will consist of purely natural elements. All garments will be made of cotton, linen, silk, or woolen materials and will be fully biodegradable. This approach marks the brand’s stance in favor of timeless, high-quality, and multi-seasonal apparel that is now gaining importance among consumers in a world dominated by disposable garments, fast fashion, and relentless consumerism.

Lifestyle

The new brand logo, Tattva, represents the confluence of all the primary elements—earth, wind, fire, water, and space. Inspired by the pristine world of nature, the logo can be interpreted to represent the progress of a bird, the stability of trees and mountains, the purity of 100 percent cotton, and the life-sustaining power of water.

Vikas Gupta, the divisional CEO, ITC LRBD, unveiled the new identity, saying, “Our entire product cycle—from ideating and designing desirable garments, to sourcing and then manufacturing—has been reoriented to live up to our promise to consumers, that we are the only destination for crafted, all-natural and authentically designed stylish apparel that tells a unique story in the modern workplace.”

The brand has been working towards this new promise through various exclusive collections over the last few seasons, such as the Fabrics of India platform, Elements Collection, and the 130s Basket Weave Blazers. The first collection in the new brand identity is inspired by Gujarat’s diversity, craftsmanship, and techniques, a region recognized for its remarkable aesthetic sensibility and focus on sustainable living. Every garment in the collection has been constructed using natural, timeless techniques and 100 percent natural and biodegradable materials. The new identity will be reflected in the brand’s retail presence over the first half of 2019.

Kim James

Passionate student. Thinker. Incurable web geek. Beer evangelist. Proud organizer. Music scholar. Friendly reader. Tv specialist. Gifted in selling Slinkies in Deltona, FL. Uniquely-equipped for promoting UFOs in the aftermarket. Spent several months getting my feet wet with rocking horses in Africa. Once had a dream of supervising the production of soap scum for the government. What gets me going now is supervising the production of junk bonds in Phoenix, AZ. In 2009 I was donating tinker toys in the financial sector.

Read Previous

Failty evaluation can assist decide affected person’s bodily fitness for nonurgent operation

Read Next

The Answer is Blowing in the Wind