MUMBAI: ITC Wills Lifestyle recently revealed its new identity as ‘WLS’, a ‘100% Natural’ brand. With this, WLS claims to be the first mainstream Indian apparel brand embarking on a ‘journey of the unhurried art of going back to nature’.

The brand also introduced its new logo ‘Tattva’—the confluence of all the primary elements - earth, wind, fire, water and space.

ITC LRBD divisional chief executive officer Vikas Gupta unveiled the new identity saying, “Evolved consumers understand the consequences of their actions - on themselves, their communities and the planet. As global Indians demonstrate greater confidence and appreciation of the authenticity of Indian roots and heritage, they seek garments that reflect their identity. Our new direction is an amalgamation of these insights, inspired by all that is real and catering to consumers who value responsibility and originality. Our entire product cycle - from ideating and designing desirable garments, to sourcing and then manufacturing - has been reoriented to live up to our promise to consumers, that we are the only destination for crafted, all-natural and authentically designed stylish apparel that tells a unique story in the modern workplace.”

The brand has been working towards this new promise through various exclusive collections over the last few seasons such as the Fabrics of India platform, Elements Collection and the 130s Basket Weave Blazers. The first collection to be launched under the new brand direction is inspired by the diversity, craftsmanship and techniques of Gujarat, a region that is recognized for its remarkable aesthetic sensibility and focus on sustainable living. Every garment in the collection has been constructed using natural, timeless techniques and 100 per cent natural and biodegradable materials. The new identity will be reflected in the brand’s retail presence over the first half of 2019.