Peter England launches ‘antiviral’ linen shirts

Leading menswear brand from Aditya Birla Fashion and Retail, Peter England has launched its new Spring/Summer collection titled, ‘The Antiviral Linen Project’. The collection was launched through a campaign with the tagline ‘Easy On You’. The collection offers a wide array of premium linen shirts in varied designs and colors. These 100 per cent linen shirts are breathable, feather-soft and infused with antiviral technology powered by Viroban, a Swiss fabric technology firm.

Infused with antiviral and antibacterial technology, ‘The Antiviral Linen Project’ collection is available in over 70 styles across the country through exclusive brand outlets, departmental stores, e-commerce partners, the brand’s website and multi-brand outlets.

The brand has launched a digital campaign across multiple new age digital channels, such as Facebook, Instagram, YouTube and other high impact properties, to reach out to the target consumers.

The commercial features two free spirited young men on the go, sporting the company’s linen shirts and enjoying landscapes, while dodging the hustle of city life and office. The campaign aims to assert the theme of ‘Going Easy’ this summer, with the comfort of impeccably crafted linen shirts from the brand.