Initial believes fashion is the art of discovery. We create a culture rather than just a piece of clothing. Unlike the usual practices of branding that are normally seen in the consumer goods industry, the branding philosophy in the fashion and lifestyle goods industry is unique and personality based, we bring 'The Unusual Experience' to our customers.
As design is the most important ingredient of fashion and lifestyle apparel, the individual style of our designers & buyers becomes crucial to creating and sustaining the brand strategy. It is these unique designs that reflect the personality of their creator that gives an identity to the brand and helps to differentiate it from the crowd. |
