EditorGlobal, UK design house and sustainable fashion apparel manufacturer Blue Saint today announces its partnership with Koovs and the launch of ONE/ZERO by KOOVS, a new range of affordable high-performance sportswear exclusively for Koovs.com. Blue Saint and its associates are leaders sustainably for men and women, including athleisure. They are successful suppliers to many leading western fashion brands, including ASOS, Topshop, Urban Outfitters, and the Middle East, with leading brands such as Noon and Namashi. Launched today, ONE/ZERO is the first collection to be delivered through this collaboration. It features a comprehensive range for men and women, including shirts, vests, tops, leggings, joggers, sports bras, and jackets.
The new brand is designed to provide all the specialist high-performance fabric, and design features of premium-priced global brands, lightweight, breathable, moisture control, active stretch, windproof fabrics, and the latest fashion design Hi-Vis feature for performance sportswear. Performance sportswear is a rapidly growing segment in India, with the market for Activewear apparel (excluding footwear) predicted to grow at 13.4% CAGR from $2.66bn (193.3bn INR) in 2018 to c. $5.66bn (410.4bn INR) in 2024*. Currently, the market is dominated by premium-priced global brands, so there are significant opening and gaps in the market for affordable sportswear that can deliver the same high-performance features.
The collaboration leverages the key strengths of both companies. Blue Saint’s skills and experience from textiles and design, through manufacturing and distribution, will provide Koovs.com with even more desirable products and affordable fashion trends to delight its customers in the future. It will provide an even more compelling multi-brand fashion platform for other third-party brands on Koovs.com.
Akshat Kedia of Blue Saint says: “Online retail in India has seen exponential growth over the past few years, and adoption has only accelerated through the pandemic. We are very excited to partner with the Koovs young fashion platform, a proven, award-winning e-commerce business, and an aspirational customer base that perfectly suits our expertise in designing and manufacturing apparel for a global young, affordable fashion market.
“There is a huge opportunity and a gap in the market for high quality, fashionable, and also affordable, performance sportswear, and we know that Koovs’ customers will love this new brand.”
Mary Turner, CEO of Koovs, says: “We aim to ensure that Koovs.com remains the affordable fashion destination for young adults in India AND the place to be for other leading fashion brands. ONE/ZERO is a perfect example of what we can achieve together with Blue Saint.”
*Research and Markets – May 2020
Editor
Meghana Harikumar
