livemintNew Delhi: Celebrity apparel lines just got a new addition. Bollywood actor Aditya Roy Kapur who featured in films such as Aashiqui 2, OK Jaanu and Fitoor has collaborated with apparel retailer Universal Sportsbiz to launch a fashion line for men under the label “Single".
“Single is the fourth and latest addition to the USPL brand portfolio. Our brands Wrogn, Imara and Ms.Taken have done really well in the past and we are happy to add SINGLE to our overall business line-up. We are glad to team up with Aditya Roy Kapur who has collaborated with our design team for a men’s fashion," said Anjana Reddy, founder and CEO of Universal Sportsbiz.
Mumbai-based Universal Sportsbiz already has three celebrity brands under its portfolio. These include Virat Kohli backed WROGN, Jacqueline Fernandez’s Imara—an ethnic women’s fashion brand, and Ms.Taken, a western wear line by actress Kriti Sanon.
Such deals typically see celebrities lending their names to the range and curate the collection that is managed and sold through online and off-line retailers. In this case Universal Sportsbiz.
In the last few years, celebrities have increasingly lent their names to fashion brands, especially as competition among online and offline retailers has prompted sellers to bring more differentiation to their fashion collections. Celebrity Deepika Padukone has her own fashion line—All About You—in association with Myntra; sisters Sonam and Rhea Kapoor launched their own label in 2017 in association with departmental store chain Shopper’s Stop. Anushka Sharma and Hritik Roshan too have associations with fashion labels.
Universal Sportsbiz has a total 500 stores in India.