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KKCL Unveils KILLER’s Successful Transition from Denimwear to a Complete Youth Fashion Brand

Kewal Kiran Clothing Limited (KKCL) recently showcased its flagship brand ‘KILLER’ to retailers from all over India, highlighting its evolution from a denim-focused brand to a cutting-edge fashion brand. The presentation of the upcoming Autumn-Winter 2024 collection, consisting of over 1000 products, emphasized KILLER’s commitment to offering a comprehensive fashion wardrobe solution for today’s dynamic and youthful demographic.

The collection comprises approximately 75% top-wear products, with close to 20% dedicated to bottom-wear items, while the remainder includes footwear, undergarments, and various accessories. This diverse range ensures that KILLER caters to the varied style preferences and needs of its customers.

Under the thematic umbrella of ‘OPTIMISM,’ KILLER’s Autumn-Winter ’24 ensemble aims to inspire confidence and positivity in its wearers. Leveraging India’s largest indigenous manufacturing facility, KILLER promises to deliver garments of impeccable quality and style to urban, tier 1, and tier 2 markets.

With a retail presence spanning 350 exclusive stores, over 1800 multi-brand outlets (MBOs), and 800 departmental stores, KILLER aims to make its latest collection accessible to a wide audience across India. Each piece in the collection reflects KILLER’s commitment to craftsmanship and innovation, evident in the careful selection of premium fabrics and the incorporation of cutting-edge design elements.

Fashion enthusiasts, particularly those inclined towards self-expression, can expect a range of men’s designs embodying ‘Edgy’ and ‘Fashion Forward Looks’. Encapsulating this, the exclusive trade show organized by the brand at Taj Vivanta, Delhi had an innovative theme – fusion of creativity and destruction’. Embracing the notion that innovation often arises from deconstruction, the brand symbolized this concept through a facade installation of denim art. This artwork served as a metaphor for breaking down conventional boundaries to create something entirely new and innovative. In the realm of creativity, destruction shouldn’t always be viewed negatively; rather, it can be seen as a vital step toward genuine innovation. This perspective encourages a mindset where challenges are embraced as opportunities for growth and reinvention.

Hemant Jain, Joint Managing Director – Kewal Kiran Clothing Limited

“This year will witness a lot of bold moves by KILLER. With an unwavering commitment, we are now directing all our energy towards refining and optimizing our flagship asset, KILLER, ensuring it attains peak performance and continues to set new benchmarks in the fashion industry. All our diverse customer touchpoints will reflect the new avatar of KILLER, thereby offering an enhanced brand experience while making it convenient for the consumers to obtain entire fashion looks.”


About KILLER: A premium fashion brand for men, KILLER is the first truly international Indian brand created and owned by Kewal Kiran Clothing Limited. A brand that is youthful, trendy, vibrant and with an attitude. KILLER enjoys a leadership position in the premium menswear segment and is one of the largest selling denim brands in India. Started as a jeans brand, the KILLER product portfolio today includes men’s ready-to-wear jeans, trousers, cargos, capris, shirts, jackets, tee-shirts, athleisure, innerwear (vests and briefs), footwear (shoes, socks), time-wear, eyewear and other accessories (belts, bracelets etc). The designs of KILLER are synonymous with the rebellious streak of youth. KILLER products are retailed across EBOs (350+), K-Lounge (150+) Large format stores (800+) and MBOs (1800+) to be closer to its consumers and evolve the brand with the changing times.

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