All About Fashion also known as abof, an ecommerce for fashionable clothes and accessories, the digital arm of Aditya Birla Reatil, along with Bollywood actor Shahid Kapoor has launched the athleisure fashion brand 'SKULT'.
'SKULT' stands for 'Shahid + Cult'.
As per the company statement, SKULT has been 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.
Kedar Apshankar, Deputy CEO, abof.com, said, "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 millennial and replace a large part of regular clothes in their wardrobes."