Peter England, a menswear brand, has launched VYBE, a contemporary menswear sub-brand aimed at younger consumers. The new label focuses on relaxed silhouettes, casual styling and accessible pricing, while retaining elements of Peter England’s established brand identity.
The collection includes overshirts, shackets, structured polos, oversized T-shirts, cargos, denim, Korean-fit trousers and coordinated separates. The range is positioned around versatile pieces designed for casual and everyday wear.
The launch is supported by a music-led campaign titled ‘VYBE Verified’, conceptualised by advertising agency Ogilvy. The campaign features independent artists Tricksingh and THE IMBACHI and centres on individual expression and self-confidence.
Commenting on the launch, Anand Aiyer, Chief Business Officer, Peter England, said, “VYBE is an important step in further deepening Peter England’s relevance with Gen Z and bringing younger consumers into the brand. Contemporary product, accessible pricing and a culture-led campaign create a strong platform for future growth while keeping the proposition distinctly Peter England.”
As part of the campaign, the two artists collaborated during studio sessions to create an original track, which features in a music video accompanying the launch.
Priyank Karanam, Creative Director, Peter England, said, “The creative idea behind VYBE was simple – to make dressing well feel effortless. Relaxed fits, fresh styling and considered details create looks that feel young and individual, while retaining the put-together character of Peter England.”
The brand also hosted a VYBE launch event at its Indiranagar store in Bengaluru, featuring the new collection, campaign branding and live performances by Tricksingh and THE IMBACHI.
Peter England is one of India’s largest menswear brands, selling more than 14 million garments every year across 1000+ exclusive stores, 3,500+ multi-brand outlets, and 800+ towns, along with a strong e-commerce presence.
