Launch of VYBE Sub‑Brand by Peter England

Peter England announced the launch of “VYBE”, a contemporary menswear sub‑brand designed for the new generation’s dressing preferences. The brand aims to blend modern fits, effortless styling and accessible pricing while retaining the British‑rooted, dressed‑up sensibility of Peter England.

The inaugural collection includes overshirts, shackets, structured polos, oversized T‑shirts, cargos, denim, Korean‑fit trousers and coordinated separates. All items are priced between Rs 1,200 and Rs 2,000, with the lowest price point at Rs 1,200 and every piece staying below Rs 2,000.

To promote the launch, Peter England introduced “VYBE Verified”, a music‑led campaign created by Ogilvy. The campaign features independent artists Tricksingh and THE IMBACHI, who collaborated in studio jam sessions to produce an original track and music video that ties fashion with music. Live performances by the artists were part of an immersive launch experience at the brand’s Indiranagar store in Bengaluru, where the space was branded with VYBE Verified signage and invited guests to engage with the campaign.

Anand Aiyer, Chief Business Officer of Peter England, stated that VYBE is an important step to deepen the brand’s relevance with Gen Z and attract younger consumers, citing contemporary product, accessible pricing and a culture‑led campaign as a strong platform for future growth. Creative Director Priyank Karanam added that the creative idea behind VYBE is to make dressing well feel effortless, combining relaxed fits, fresh styling and considered details while retaining the put‑together character of Peter England.

The first drop of VYBE is now available in 50 Peter England stores across the country and through the brand’s e‑commerce channels Peterengland.com and Myntra.

About Peter England

Peter England is one of India’s largest menswear brands, selling more than 14 million garments annually through over 1,000 exclusive stores, more than 3,500 multi‑brand outlets and presence in over 800 towns, complemented by a strong online presence. The brand entered the Indian market in 1997 and has expanded from shirts to a full lifestyle offering covering formalwear, casualwear, denim, celebration wear and accessories.

About Aditya Birla Lifestyle Brands Limited

Aditya Birla Lifestyle Brands Limited (ABLBL), part of the Aditya Birla Group, operates a retail footprint of approximately 5 million sq ft., with 3,362 exclusive brand outlets, presence in over 39,500 multi‑brand outlets and more than 6,500 shop‑in‑shops nationwide as of 30 June 2026. Its portfolio includes Louis Philippe, Van Heusen, Allen Solly and Peter England, and it holds strategic partnerships with international brands such as Simon Carter, American Eagle and Reebok.

For further information, contact Janet Arole, AVP & Head, Corporate Communications, at janet.arole@abfrl.adityabirla.com.