One of the oldest menswear brands from Eastern India, Turtle started its journey with manufacturing shirts. Today, it caters to the full range for men’s apparel. It has two brand: ‘Turtle’, the mother brand catering to 18 plus age group and ‘London Bridge’ for 16 plus. The brand offers a a wide range of products from shirts to trousers, denim, T-shirts, socks, ties etc. Season’s Highlight Turtle has a range of jacquards and a basket of engineered dobbies. Also included is a capsule collection of prints on two tone pique. The colour pallet is pastel bright with ample beige, white and cream. T-shirt fits are silhouette, cut close to the body, and slim fit. For Turtle polos make up the biggest share. Highlighting the trends, Narinder Kaur, Design Head, Turtle says, “The major theme in T-shirts is ‘Men in Pink’, which celebrates the colour pink this summer. Dobbies and prints on dobbies are major highlights. The Fuse collection has vibrant tones with prints and engineered dobbies. Mandarin collars, polo with stylised collars and printed graphics in crew necks are on the shelf. In crew neck, Turtle has played with the brand name and logo, like a stylised statement crew. The colour palette for summer is soft and vibrant. From lemon to peach mint and aquas, Turtle has it all.”
Innovations are different value addition in fabrics like Tencel, Modal and linen in knits apart from jacquards and indigo. Special technical finishes are also being introduced like anti-bacterial. Mandarin collars in all forms and styles are also one of the new offerings. Mercerized T-shirts are more in polo since its fine and superior in the higher price bracket. Fine dobbies and prints are being done on mercerised polos. Basic and fashion knits generally have difference in yarns. Fancy yarn and finishes are the order of the day. Mélange, neps, indigo, jaspe are the fancy bases, which differentiate from the regular core products. Turtle also does surface ornamentation like print and washing.
Although Turtle retails pan India but has a stronger presence in Eastern India. The retail format includes EBOs, MBOs and all leading LFS such as Pantaloon, Central, Brand Factory, Reliance, Shoppers Stop to name a few. They also have online presence with Flipkart, Jabong, Myntra, Amazon to name a few. Apart from this they also own a online store.