GRADO is a new-age power brand from the House of GBTL and OCM. GRADO by GBTL has recently launched an innovative fabric range, ‘STREEZA’. From the plethora of fabrics offered by the brand GRADO in the men’s and women’s wear segments – the ‘STREEZA’ collection is its newest – offering to satisfy the customer’s needs. This ‘stretchable’ fabric showcases the unique combination of comfort, luxury and style – for Freedom of Movement.
Internationally, 80% of formal menswear has moved to stretch for added comfort. In the last 5 years, in India too, 80% of denim and cotton has moved into the stretch category. GRADO conducted a comprehensive consumer research to identify traits in the fabric that the current fashion conscious audiences are on look for. The R&D led to the launch of the product range – ‘STREEZA’. It is a premium 4 way stretch luxury fabric that epitomizes comfort. The stretch of the fabric is SPUN x SPUN which is an innovative and differentiated concept compared to the industry norm of using a stretch filament in the fabric.
The younger audience these days chooses comfort as a prime point when purchasing fabric, and ‘STREEZA’ appeals to them being the best motion supportive fabric & above all it hugs and fits the body well.
The collection and the product has received a phenomenal response in the market for its superior quality. With this surge in demand, very high volumes are being rolled out and ‘STREEZA’ has captured nearly 100% market share. It is available across all leading retail counters in the country.
Dhruva Singh Chauhan, Whole Time Director, GRADO by GBTL, says: “STREEZA is absolutely fantastic – the 4 way stretch in fine counts is meant for extreme comfort and Freedom of Movement – in line with what customers are actively seeking. Our company has dedicated over two decades in understanding and meeting consumer needs with style and sophistication, and we continue to do that in our spirit of providing the best one can ask for. This collection is categorically designed for those who like style, luxury and comfort – all at the same time.”
‘STREEZA’ Collection is being promoted across all platforms, most notably through GRADO’s Official Wardrobe Partnership with KBC 11. In addition to the TV ad, ‘STREEZA’ is also being highlighted during the show with the help of an Aston Band that comes during the Fastest Finger First segment of the game-show.