Abof launches SKULT by Shahid Kapoor, an athleisure fashion brand

This brand is in partnership with actor Shahid Kapoor. 

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 adapted for Indian sensibilities and body types.

Athleisure is a huge trend globally.

In athleisure, clothes are designed to be sturdy to withstand vigorous routines, yet they are trendy and versatile to be worn everywhere.

The fashion needs of millennials have changed in last one decade where comfort wear has permeated in routine life.

Youth in India today wants to dress down in everyday wear which is casual yet chic.

SKULT which stands for Shahid + Cult, is unconventional, highly voguish yet easy to carry.

Commenting on his idea of SKULT, Shahid said, “Skult is about free styling. Skult is about fashion and functionality. Skult is 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 feel too restricting. This line sets you free. Own style. Don't let style restrict you”.

The collection of SKULT has 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 these, the categories have intricate detailing - like thumb holes, drop shoulder jackets, scoop hem tees, long line tees with drawcord.

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 really comfortable.

The line also consists of 50 key pieces under ‘SKULT SIGNATURE’ where each piece has been crafted by the actor himself.

Kedar Apshankar, Deputy CEO, abof.com. said, “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." 

“Athleisure is the new age clothing and we believe that comfort twined with hi-class fashion will take SKULT to great heights. The collection is exceptionally promising and refreshingly on-point. I am confident that this brand and its collection will be embraced by millennials and replace a large part of regular clothes in their wardrobes,” he added.