While several brands promote regenerated fibers as pure and natural, WLS aims at producing authentic apparel, created with 100 per cent natural fibers. WLS offers apparels are 100 per cent natural. From the process of ideating, sourcing, designing and manufacturing, the collections reflect this ideal. All garments like trousers, dresses, shirts and blouses under the brand will be created with 100 per cent natural Giza cotton and winter garments will be crafted with natural wool fibers. WLS uses the principles of slow fashion by making and celebrating the skills of craftspeople who make them. Going all natural will also reflect in small details like the fabrics used, buttons and collar linings. WLS is available at over 70 company-owned stores and select multi-brand outlets across 48 cities in India while also being available on all leading online fashion and retail portals. The brand’s spring/summer 2019 collection is inspired by design elements from Gujarat. The print language for the collection is inspired by the architecture and the vibrant colors of the landscape.
ITC Wills Lifestyle earlier this year re-branded itself as WLS. The new brand direction also gave way to the new logo of the brand, which represents the confluence of all the primary elements, earth, wind, fire, water and space.