Winter wear brand Miss Grace, launched in 1980 in Ludhiana has launched a wide range of sweatshirts for the winter consisting of basics to prints, checks to jacquards, waist length to knee length in coat style with various appliqués in woollen and acrylic blends.

Innovations in sweatshirts

Elaborating on the new sweatshirts range Nikhil Jain, Director, Miss Grace says, “We started using quilts and prints from the last year and this year too, we have introduced them. Wool is the new addition. Leather in all kinds - plain, textured, embossed and printed especially with the tribal and animal prints is in vogue. Mix and match of various fashion elements is the key driver.”

The range boasts of brighter prints in hues of yellow, mustard or peach. Digital and sublimation has given a new dimension to it. “The consumer liking has shifted from basics to something more casual or formal one,” exclaims Jain, adding, “Simple stripers or basic round necks with chest prints don’t appeal them anymore. Various woven fabrics have been added to give a mix look of a jacket and a sweat shirt.”

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The brand’s portfolio consists of sweatshirts, jackets, T-shirts, blazers and coats.

Sweatshirts emerge as strong winter product

Apart from its versatile nature from the users’ point of view sweatshirts are a value for money products in terms of price and maintenance. “Winters these days are not that harsh and for the mild winter season sweatshirts serve the purpose. Moreover the jackets cost a bit higher compared to sweatshirts. Sweatshirts are easy on the pocket and can be used across the winter season and they are more durable and comfortable than jackets,” says Jain talking about the USP and strong emergence of sweatshirts category.

A mix of sweatshirts and jackets, also called as ‘swajackets’ are quite popular these days. Most of the patterns offered by Miss Grace fall under swajackets - providing comfort of a sweatshirt and warmth of a jacket, at half the price. “Sweat shirt is like getting a jacket at the price of a sweater with various fabric and colour options. The mix and match and value additions in terms of Swarovski work or a bit of embroidery and experimentation with new fabrics give us an edge over the others,” avers Jain.

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