Minute detailing goes into the styling and design of each product making it value for money and differentiating it from our competitors. Swiss Military is a casual knitwear brand that offers T-shirts, polos, shirts, denims, denim jackets, sweat shirts and hoodies for winter and quilted jackets with poly nylons. There is a shawl neck, a mock neck, a half buttoned up and a half stiffed up neck.
The autumn/winter ’19 collection is young, international, colorful and comfortable with highly stylised trims, innovative washes and finishes. The collection is inspired by travel, journey, outdoor activities, party, fun and youth. The color palette for the season is earthy tones, military green with a dash of blue and red. Fabrics are cotton and blends with different washes and finishes. “We are playing around with many different prints and designs,” says Akshat Chug, Managing Director.
European and jazzy designs
“The brand’s designs are inspired by Europe and the western culture,” says Chug. “They have the feel of a premium luxury brand. We are the first to bring in this kind of fashion into India but at an affordable price, yet these are a luxury product. They will have different kind of prints on them. We are working a lot on our R&D to jazz them up. Hoodies for men have Swarovski, when there is a feeling Swarovski is for women. But we are giving it a subtle and masculine touch, so men can actually feel that they can wear it. So getting the masculine feel in a garment that is jazzy is something that Swiss Military is going to bring to India.”
Ambitious retail plans
Swiss Military’s maiden EBO opened in Ambience Mall. Five more are in the pipeline for the Northern and Eastern zones. “Brands must learn to co-exist,” says Chug. “Providing a better retail experience, servicing and personalised service will be the key differentiators. Online sales do impact our sale strategy but we are giving more value added service to our customers.”