KKCL Unveils KILLER’s Successful Transition from Denimwear to a Complete Youth Fashion Brand

KKCL Unveils KILLER’s Successful Transition from Denimwear to a Complete Youth Fashion Brand
KKCL Presents KILLER'S Transformation from Denim-Focused Brand to Complete Youth Fashion Brand

Mumbai, February 27, 2024: India's prominent branded apparel manufacturing conglomerate, Kewal Kiran Clothing Limited (KKCL), proudly presented its flagship brand ‘KILLER’ to its retailers from across India, exhibiting its transformation from a denim wear-focused brand to an edgy fashion brand. In a display that was as creative as it was compelling, this transition was portrayed by showcasing the upcoming AW’24 collection of over 1000 products, of which almost 75% are top-wear products followed by close to 20% in bottom-wear products, and the rest includes footwear, undergarments, and a host of accessories. 

KILLER’s Autumn-Winter 2024 ensemble promises to offer a complete fashion wardrobe solution for today’s young and dynamic. Leveraging the capabilities of India's largest indigenous manufacturing facility, KILLER is poised to unveil a captivating array of garments under the thematic umbrella of ‘OPTIMISM’ in the upcoming Autumn-Winter '24 collection that will be made available across urban, tier 1, and tier 2 markets, with a retail footprint of 350 exclusive stores, more than 1800 MBOs and 800 departmental stores. Behind each meticulously crafted piece lies KILLER’s unwavering dedication to craftsmanship and innovation, evident in the meticulous selection of premium fabrics and the infusion of cutting-edge design elements.

Commenting on this development, Mr. Hemant Jain, Joint Managing Director – Kewal Kiran Clothing Limited, said, “In recent years, we have emerged as a robust organization to take full advantage of the growth of the fashion market in India and leverage our strengths to penetrate fashion markets across the world. The overwhelming response to our flagship brand KILLER’s event today is a moment of pride and satisfaction for me as the brand continues to enjoy as well as further gain its popularity among the Indian youth. And KILLER has now transformed into a complete youth fashion brand.”

Fashion enthusiasts, particularly those inclined towards self-expression, can expect a range of men's designs embodying ‘Edgy’ and ‘Fashion Forward Looks’. Encapsulating this, the exclusive trade show organized by the brand at Taj Vivanta, Delhi had an innovative theme - fusion of creativity and destruction’. Embracing the notion that innovation often arises from deconstruction, the brand symbolized this concept through a facade installation of denim art. This artwork served as a metaphor for breaking down conventional boundaries to create something entirely new and innovative. In the realm of creativity, destruction shouldn't always be viewed negatively; rather, it can be seen as a vital step toward genuine innovation. This perspective encourages a mindset where challenges are embraced as opportunities for growth and reinvention.

Adding to this, Mr. Hemant Jain said, “This year will witness a lot of bold moves by KILLER. With an unwavering commitment, we are now directing all our energy towards refining and optimizing our flagship asset, KILLER, ensuring it attains peak performance and continues to set new benchmarks in the fashion industry. All our diverse customer touchpoints will reflect the new avatar of KILLER, thereby offering an enhanced brand experience while making it convenient for the consumers to obtain entire fashion looks.”


A premium fashion brand for men, KILLER is the first truly international Indian brand created and owned by Kewal Kiran Clothing Limited. A brand that is youthful, trendy, vibrant, and with an attitude. KILLER enjoys a leadership position in the premium menswear segment and is one of the largest-selling denim brands in India. Started as a jeans brand, the KILLER product portfolio today includes men’s ready-to-wear jeans, trousers, cargos, capris, shirts, jackets, tee-shirts, athleisure, innerwear (vests and briefs), footwear (shoes, socks), time-wear, eyewear and other accessories (belts, bracelets, etc). The designs of KILLER are synonymous with the rebellious streak of youth. KILLER products are retailed across EBOs (350+), K-Lounge (150+) Large format stores (800+) and MBOs (1800+) to be closer to its consumers and evolve the brand with the changing times.

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