ITC Wills Lifestyle goes 100% natural, launches new identity

Brand to be called WLS and all garments to be fully biodegradable

e4m by exchange4media Staff
Published: Feb 7, 2019 7:08 PM  | 2 min read

ITC Wills Lifestyle has shifted to 100% Natural and will now simply be called ‘WLS’. WLS breaks ground as the first mainstream Indian apparel brand to embark on a journey of going back to nature.

Building on the brand’s promise of purity, quality and craftsmanship, WLS will offer authentic and real apparel which is 100 per cent natural. 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 woollen materials, and will be fully biodegradable. This approach marks the brand’s stance in favour 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. 

The new brand logo, Tattva, represents the confluence of all the primary elements - earth, wind, fire, water and space. Inspired by the 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 per cent cotton, and the life-sustaining power of water.

Vikas Gupta, Divisional Chief Executive Officer, ITC LRBD, unveiled the new identity, saying, “Evolved consumers understand the consequences of their actions - on themselves, their communities and the planet. As global Indians demonstrate greater confidence and appreciation of the authenticity of Indian roots and heritage, they seek garments that reflect their identity. Our new direction is an amalgamation of these insights, inspired by all that is real and catering to consumers who value responsibility and originality. 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 new identity will be reflected in the brand’s retail presence over the first half of 2019.

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