Killer has been in existence for so many years now. How come it is an unveiling of new flagship brand?

Branded apparel manufacturing conglomerate, Kewal Kiran Clothing Limited (KKCL) has unveiled its flagship brand KILLER. The flagship brand exhibits KKCL’s transformation from a denim wear focused brand to a youth fashion brand. In a display, this transition was portrayed by showcasing the upcoming Autumn-Winter ’24 collection of over 1000 products, of which almost 75% are top-wear products followed by close to 20% in bottom-wear products, and the rest includes footwear, undergarments, and a host of accessories.

KILLER’s Autumn-Winter 2024 ensemble promises to offer a complete fashion wardrobe solution for today’s young and dynamic. The brand will unveil a captivating array of garments under the thematic umbrella of ‘OPTIMISM’, which will be made available across urban, tier 1, and tier 2 markets, with a retail footprint of 350 exclusive stores, more than 1800 MBOs and 800 departmental stores.

Mr. Hemant Jain, Joint Managing Director, Kewal Kiran Clothing Limited, said, “In recent years, we have emerged as a robust organisation to take full advantage of the growth of the fashion market in India and leverage our strengths to penetrate fashion markets across the world. The overwhelming response to our flagship brand KILLER’s event today, is a moment of pride and satisfaction for me as the brand continues to enjoy as well as further gain its popularity among the Indian youth. And KILLER has now transformed into a complete youth fashion brand.”

On occasion of this unveiling, an exclusive trade show was organised by the brand at Taj Vivanta, Delhi. Its theme was ‘fusion of creativity and destruction’, which embraced the notion that innovation often arises from deconstruction. The brand symbolised this concept through a facade installation of denim art. The 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.

Adding to this, Mr. Hemant Jain said, “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 optimising 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.”