Launched in May this year, True Blue is a premium menswear apparel brand. Tendulkar teamed up with fashion retailer Arvind Fashion Brands.
Talking about the brand Sachin Tendulkar, said, “True Blue embodies my identity and corresponds to the way I look at fashion. I believe in fashion that endows personal comfort, reflecting an individual’s style and not just a form of demonstration. It is exciting to note that True Blue will be available online on Myntra to many customers across the country and continues its pursuit of emerging as an iconic brand from India.”
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The styles available at True Blue, include a selection of runway inspired fashion that is available in extended sizes. The collection varies from light summer suits to shirts, T-shirts, chinos, waistcoats and other basics.
Puneet Jain, COO, Arvind Fashion Brands said, ‘We are thrilled to partner with Myntra and leverage the superior reach and access that the platform offers brands. Sachin is excited to have another opportunity to engage and interact with men across the globe by dressing them in superior fashion.’
In a bid to acquire a major chunk of the Fashion ecommerce secotor, Flipkart acquired Jabong for $70 Mn, to be merged with Myntra.
Prasad Kompalli, Head – ecommerce Platform, Myntra said, “Celebrity fashion is a rapidly evolving segment in India and Myntra is at the forefront of enabling celebrity fashion brands build strong digital footprints. True Blue brings alive and effectively combines Sachin’s passion for India and fashion. We are proud to partner with his venture and help establish Sachin as a fashion icon.”
Last week, Myntra bought 51% stake in Bollywood actor Hrithik Roshan’s lifestyle brand HRX. Flipkart will further invest in the brand for expansion in inner-wear and menswear categories.
In April 2016, Tendulkar invested in Bengaluru-based Internet of Things (IoT) company Smartron India, and also became the brand ambassador of the company. He also owns a 7.5% stake in Musafir, a UAE-based online travel company. He also holds stakes in brands like S Drive (healthcare and fitness products maker), Sach and Universal Collectabilia (India’s first celebrity-commerce company).