The Hindu Business Line : Indian Cricket League lines up Savile Row for garments

Mumbai, March 12 Edelweiss Indian Cricket League has lined up Savile Row Company, London to create off-field garments for all the players of the eight teams, and formal wear for the officials.

The association is based on goodwill without any monetary association, Ms Reetika Mehra Dalal, Executive Head, Forbes Brands, told Business Line. Forbes Brands of the Shapoorji Pallonji Group has the licensee rights for the distribution and marketing rights of Savile Row. “Kapil Dev has been an excellent customer of Savile Row for many years, and when he mentioned this partnership, I immediately said yes. Besides, we have had good relations with the Zee Group for a long time, so this should come as no surprise,” Ms Mehra said.

The garments are being made and will be available to the players in a week’s time, when the formal launch of the kits will take place. Apart from casual jeans and T-shirts for the players, custom-made formal clothes for the match referees, commentators and other officials will also be provided. Keeping the summer season in mind, there will be linen suits and cotton jackets for the referees and commentators.

Incidentally, Savile Row will launch its denim wear collection in August for which test runs are on. But it has agreed to roll out a portion for the tournament, to facilitate the partnership, she explained.

Fashion event

Savile Row will host a fashion event in winter along with ICL cricketers, to promote its brands and the third series of the ICL, she said.

Savile Row, which plans to roll out clothes and merchandise for three to four films every year, sees ICL as a platform to widen its reach in India. Currently, it runs seven company retail outlets and 18 shop-in-shops. The turnover as of end March is pegged at Rs 18 crore, she said.

The company is not worried about spending money for the garments with no returns now. “I am confident that ICL will pick up and the money will come by and by. As of now, we are happy to be part of a great game and showcase our brands,” she said.

ICL will have around 30 matches over a period of two months.

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