Online fashion brand The Souled Store has launched sustainable replica jerseys in partnership with the Indian Premier League (IPL) team Chennai Super Kings. The jerseys created using approximately 15 plastic bottles uses 90 per cent less water than regular jerseys. The brand has always been conscious of its larger social responsibility and its need to implement better sustainable practices.
Launched in 2013, the Souled Store retails a range of licensed products including clothing, underwear, socks, shoes, and bags. The brand holds the India license for a range of international franchises such as WWE, Disney, Warner Bros, etc. It creates and curates stunning designs and prints them on all sorts of equally stunning products- from t-shirts to phone covers to backpacks to boxers to mugs to socks to badges to pins to hoodies, etc. A recent study by its internal fashion forward team showed that the brand’s products increase its customer’s lifespan by 7.5 per cent.