Hasbro unveils its all new revamped retail brand 'Basics Life'

Company Brief

Mumbai, August 18, 2009

Hasbro Clothing Pvt.Ltd., a South India based brand catering to men’s wear launched its all new & revamped retail label “Basics Life” through a high octane fashion extravaganza at Le Meredian today. The retail brand, earlier known as “Genesis Basics”, now has a new look & feel, which was showcased through its new collections from the Basics Life ate`lier comprising “Genesis”, “Basics 029” and “Probase”. India’s top models walked the ramp at this glamour-filled evening in an exclusive fashion show designed and choreographed by acclaimed fashion guru, Prasad Bidappa.

Commenting on the occasion, Mr. Suhail Sattar, Director Hasbro Clothing Pvt. Ltd said, “The show is a sartorial smorgasbord that offers men a style statement for every occasion, varying from formal to uber cool. In keeping with our objective of constantly innovating and offering the latest in men’s wear, we have refreshed our entire retail brand and sub-brands. Our new trendy line of clothing comprising trousers, shirts, denims, suits and funky thematic t-shirts in latest fabrics, colors and cuts, is all set to epitomize the fashion gusto of the city.”

The fashion show also witnessed the unveiling of four fresh & trendy looks from the house of Hasbro Clothing thereby re-affirming the company’s pioneering efforts undertaken to revolutionize men’s dressing. Hasbro’s retail offering “Basics Life” will challenge current perceptions on everyday fashion trends & modern clothing, that too at competitive prices.

Collection details

Probase – Inspired from the “art of movement” the Probase line is for the youth on the move who believe that being on a budget does not mean sacrificing on style. It offers urban, funky, colourful and comfortable, casual street wear from shirts , trousers, cargoes, t-shirts and soon to introduce denims, tracks and accessories for the new generation priced reasonably from Rs. 599 to Rs. 999.

Genesis – Designed for the unpretentious male, the range offers classic formal wear with an Italian touch that includes formal shirts & trousers, accessories and eventually suits. Genesis is all about power dressing with straight lines and sharp cuts, apt to create arresting first impressions. Wear it to important meetings, fancy dinners, proposals, confessions, celebrations or to any important occasion. Price points for Genesis vary from Rs. 899-1199.

Basics 029 - Capturing the spirit of a cultural capital, Basics029 is a blend of the conservative and the untamed. Born in the sprawling metropolis of Chennai, Basics029 is a distinct mélange of everything the city represents – the people, the passion and the energy. The merchandise is about today and what’s in now. Basics 029 is a casual wear brand which has in its product line anything from shirts to t-shirts, and jeans to cargoes, caps, belts, jackets, track pants, shorts, cotton slacks, muscle vests etc.

A unique offering from Basics 029 is its thematic T- Shirts -”Chennai Matter”. A first-of-its-kind, these T-shirts will reflect the ethos of each city, beginning with Chennai. A sure winner with its smart motifs and statements, these T-shirts aim to spread the Indian-ness globally. Basics 029 is priced between Rs.899-1999.

Basics Life – is the melting pot of all three sub-brands: Probase, Genesis and Basics 029. This collection showcases fourteen ensembles put together by the talented stylists from Hasbro Clothing by amalgamating an item of clothing from each of the three above mentioned sub-brands. The collections showcased on the ramp will be available through “Basics Life” retail outlets across the country and through MBOs such as Lifestyle, Globus, Reliance Retail etc to name a few.

For further information, please contact:

Vitcom Consulting

Shruti Bachani

Tel: (022) 6625 5020

Email: Shruti.Bachani@vitcomconsulting.com