Mumbai, India (PressExposure) May 24, 2010 -- Made of finest combed cotton yarn, the products are made from breathable fabrics and skin friendly. Each garment is carefully constructed to follow the body contours for optimal comfort and made from preshrunk fabric to ensure that it holds shape and is fade resistant even after several washes. Attention to detail like seamless elasticated spandex waist bands which do not cut into the skin, labels attached unobtrusively on the outer portion of the waistband to avoid itchiness, and comfortable trims for better leg movement are just some features which ensure comfort.
"We spent considerable time understanding the likes and dislikes of the youth both in terms of their aspirations and choice in fashion. The name Crusoe is synonymous with adventure and the insight is that inside most men there's an adventurous streak. As a brand Crusoe identifies with that 'true inside' and therefore the brand proposition is 'Innerwear for the Inner self." says Abhishek Tibrewal, Chief Marketing Officer, CRUSOE. The products are targeted at men between 16- 35 years and are priced upwards of Rs 100 for BASE and upto Rs. 350 for XTEREME. And is currently available in multi brand outlets all over India. In the future it will be also retailed out of Crusoe Exclusive Brand Outlets.
Brand Crusoe also underwent a complete overhaul. A new logo was created keeping the brand idea in mind. "We implemented the brand idea right from our logo design to product design to a nationwide campaign in mainline media like print and outdoor. And also into all other mediums like packaging, catalogue, store design, website, takeaways etc. It's a seamless integration of brand idea across all levels", says Ganga Rathna, General Manager, Operations, Jagannath Textiles Company Ltd. The launch advertising campaign will be rolled out nationally.