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Fashion | Shahid Kapoor's Clothing Line SKULT Launched in Mumbai

Shahid Kapoor's personal style is all about athleisure. It is unique, relaxed and casual. The kind of athleisure we love, with the perfect 'chilled out' vibe. Honestly, we have always dreamed of Sasha launching his own clothing line, and why not? He is the perfect ambassador for athleisure in India, with a wardrobe filled with hoodies, tees, joggers and some seriously cray kicks. Guess, abof heard us (and many of SK's shantics), as the e-commerce brand announced the launch of India’s first athleisure fashion brand, SKULT, exclusively on its portal earlier today. 


This brand has been launched in partnership with Shahid, who, according to the brand, has built an iconic reputation amongst India’s youth through movies such as Udta Punjab, Haider, and Jab We Met. SKULT, built on the principle of ‘Fashion meets functionality' and 'Design meets Innovation’, is an evolved style of athleisure which draws inspiration from all around the world, but is perfectly adapted for Indian sensibilities and body types.


Now, we all know that athleisure is a huge trend globally. Athleisure clothing is designed to withstand vigorous routines, yet they are trendy enough to be worn everywhere. Identifying the void in Indian wardrobes and taking the idea of athleisure forward, abof.com has taken this street-wear hybrid trend to next level with the launch of SKULT, which actually stands for Shahid + Cult. SKULT’s athleisure collection is unconventional, yet easy to carry and more importantly, reminds the consumer something about Shahid’s personality in each of its piece. “Shahid is a youth icon who is admired for his style. We are extremely excited to partner with him in creating India’s first athleisure fashion brand which combines the actor’s love for ‘fun and comfortable’ dressing," stated Kedar Apshankar, Deputy CEO, abof.com.

Follow us on Instagram and watch Shahid Kapoor talk about SKULT

The atypical ‘Athleisure’ collection by Skult has been designed in-house by abof and has taken more than a year to work on this brand and its products. Commenting on his idea of SKULT, Shahid said, “Skult is about free styling, fashion and functionality. Skult is all about being yourself, wherever you are. It's about apparel that's an extension of your body. That allows you to express yourself with no restrictions or rules. Sometimes clothes that are cool, just feel too restricting. This line sets you free. Own style. Don't let style restrict you.”


SKULT is crafted to suit all occasions - work, casual or social. During our exclusive sneak peek at the collection, we noticed that it has a strong emphasis on black, grey, nude and monochromatic tones. The offbeat, yet trendy brand has a wide variety of merchandise for men in its launch season with over 250 options, which includes internationally trending categories like meggings and shackets. Apart from bringing these new categories in India, even the regular categories have intricate detailing - like thumb holes, drop shoulder jackets, scoop hem tees, long line tees with drawcord - which makes the collection really stand out. SKULT has used high-performance yet very lightweight fabrics - cotton viscose, slub jersey, grindles, melanges, snow heather, terry, lycra denim, cotton satin, and popcorn knit – with the single-minded objective to make it super comfortable. The line also consists of 50 key pieces under ‘SKULT SIGNATURE’ where each piece has been crafted by Shahid himself. Well, we will have one of each item, please!

SKULT by Shahid Kapoor is now available at http://www.abof.com/men/SKULT

What do you have to say about the collection? Join the conversation on Twitter with #DancebeeXSkult! Don't forget to follow us on Snapchat | Instagram for exclusive updates from the event and glimpse of the collection. 

1 comment:

Priya Adivarekar

Priya Adivarekar - Founder and Creative Director at Diary of a Dancebee. She is also a renowned Voice Actress and award winning artiste, with serious passion for dance. When not working round the clock, she can be seen reading, enjoying a movie-binge or listening to music.
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