Dollar Industries Challenges Formal Wear Norms with Athleisure Campaign

13 November 2024: Dollar Industries Ltd. a prominent player in India’s hosiery industry, is shaking up the traditional notion of formal attire with its latest Athleisure range and accompanying campaign, “Why So Formal?”

In an era where comfort and style reign supreme, Athleisure wear has become a dominant trend. Dollar’s new range embraces this trend, offering a versatile collection of tank tops, crew necks, henleys, polos, sweatshirts, jackets, hoodies, bermudas, capris, track pants, joggers, and socks. These pieces are designed to seamlessly transition from casual outings to professional settings.

The campaign, conceptualized by Lowe Lintas and directed by Manav Malhotra, challenges societal expectations around dress codes. It highlights the growing acceptance of relaxed attire, even in traditionally formal professions, as younger generations assume leadership roles.

Vinod Kumar Gupta, Managing Director of Dollar Industries Ltd. stated, “We believe that Athleisure offers the perfect balance of comfort and style. It’s time to break free from outdated norms and embrace a more flexible approach to dressing.”

Dollar’s Athleisure collection caters to both men and women, offering a range of stylish and comfortable options. The price range starts from Rs.325 to Rs.1,500. The campaign is being rolled out across Dollar’s digital platforms and other media channels, showcasing the fusion of comfort, style, and the new casual elegance of Athleisure.

Dollar Industries Limited is a leading name in the innerwear and garment manufacturing industry. The company offers a wide range of knitted garments and has a strong presence both in India and globally. With a focus on quality, innovation, and customer satisfaction, Dollar Industries continues to set trends and redefine the way we dress.