New Delhi: Streetwear brand GullyLiveFast on Friday announced that it has partnered with the two teams of Indian Premier League – Kolkata Knight Riders (KKR) and Delhi Capitals to launch a limited edition apparel collection. The brand is co-owned by cricketer KL Rahul, Zeko Online Pvt Ltd and Cornerstone Sport.
"Getting an opportunity to associate with teams in one of the largest sports platforms in the world is extremely exciting. Gully, as a brand, is known for creating unique jacket designs that are never repeated and this is another opportunity for us to expand on the range. I’m sure the fans are going to love them," said, Jogesh Lulla, chief operating officer (COO), Cornerstone Sport.
The five piece capsule collection consists of brand’s signature Gully Bomber jackets, coordinated slim fit joggers; muscle-tee, shorts and bandanas made in statement camouflage print with colours inspired from the respective teams. The brand said it will offer fans of the respective IPL teams a wide range of fashionable streetwear collection which they can wear during the season. The brand has also used iconic Howrah Bridge in the badges on the jackets of KKR jackets. The idea is to bring pride to the local culture of each team and its city.
Globally, sports leagues such as National Basketball Association (NBA) and National Football League (NFL) combine streetwear with sports merchandise which has become a popular trend among sports fans. GullyLiveFast wants to popularize the concept in India.
“This is such a natural collaboration for us as cricket is in our DNA. Tying up with Kolkata Knight Riders and Delhi Capitals allowed us to showcase the elements, culture and spirit of each city and the teams," said Arjavi Shah Marwaha, director, Zeko Online Pvt Ltd.
The limited edition pieces are being retailed through brand’s website and the official website of Kolkata Knight Riders.