Fifty Degree, the flagship brand of V3 Exports, recently entered the Indian T-shirt market. The brand specialising in men’s T-shirts has four categories: formals, basics, sports and casuals. To enhance its reach, Fifty Degree has tied up with e-commerce majors Flipkart, Amazon and Paytm for e-retailing within India. Fifty Degree’s brand ambassador Gaurav Chopra, is a renowned TV personality. On unveiling the latest collection Chopra said “Fifty Degree reflects the pulse of the current generation which looks at clothing as more than a reflection of their attitude and status. Fifty Degree encapsulates that vibe in each thread. It reflects the persona of the fashion-forward man who is urbane, outgoing, and dynamic while wanting to live his life to the fullest.”
Chopra says wardrobe preferences of consumers worldwide are undergoing a distinct shift – from same old formals to trendy and casual attire. Indian customer’s choices are also shifting. The brand’s motto is adaptability and comfortable fashion going hand-in-hand with style. “Fifty Degree is not just any premium lifestyle brand; it caters to the needs of consumers who are looking to break away from their regular, boring, monotonous dressing,” opines Vinay Mehra, Founder and MD, Fifty Degree.
The endorsement journey
Talking about endorsement, Chopra said, “I began as a designer as I did a course from NIFT. Fifty Degree and I have that fit and connect. I am careful of what I endorse on social media, what I write, what I say. It is the people who make us. It is an intrinsic fit between me and the brand. The brand ambassador should only recommend things that are worthy.”
On his involvement he said, “I give inputs and suggestions and coordinate with the research team. Fashion is only an indication of the times. In the 17th century Europe, breeches were in fashion. The more widespread fashion is the more diverse it gets. Fashion is an amalgamation of styles and brands. A lot of people find jackets and ties irrelevant. Instead of fostering a work culture, these hamper comfort. The T-shirt has become important since you need not always travel for work and as long as you have a laptop, the job is done. You can have a meeting in New York while being in Mumbai. A T-shirt is not about the brand, it’s about your attitude. It is an expression of your attitude. The brand encourages you to discover your comfort zone.” For Chopra, generally the brands that cater to the young compromise on quality and just to be cool, they lack solidity but Fifty Degree stresses a lot on quality.