Mukesh Ambani led Reliance Industries has partnered with fashion e-commerce player Myntra for co-branding its exclusive denim collection Mast & Harbour with R|Elan FeelFresh, in order to create an anti-microbial and anti-odour product.
Gunjan Sharma, CMO - Polyester Business at RIL said “R|Elan FeelFresh is one of our flagship products and we are seeing a lot of acceptance for this technology among the leading apparel manufacturers and brands. Myntra being one of the fastest growing fashion brands in the country provides us a great platform to launch apparels made out of our innovative technologies. We hope to partner with them on our other performance products as well.”
Recently, RIL has entered a partnership with VF Corporation, US, owner of the Wrangler brand and the largest denim player globally to co-brand the Inficool denim range, made from Kooltex fabric, for spring summer 2018 in its Asian markets, namely China, India, Japan, and Thailand.
RIL is in the process of meeting 180-200 top apparel companies to showcase R|Elan product range. The R|Elan co-branding exercise will give RIL a foothold in the Rs 2, 50,000 crore Indian apparel industry comprising almost a 50-50 share of menswear and womenswear.