Peter England Launches VYBE To Bring Gen Z A More Relaxed Dressed-Up Style

Bengaluru: Peter England has launched VYBE, a contemporary menswear sub-brand aimed at a younger generation seeking relaxed, individual and versatile styles while retaining the brand’s dressed-up aesthetic.

The new range features overshirts, shackets, structured polos, oversized T-shirts, cargos, denim, Korean-fit trousers and coordinated separates. Designed around comfort and easy styling, the collection is positioned for multiple occasions and is priced from ₹1,200, with every product below ₹2,000.

To support the launch, Peter England has introduced VYBE Verified, a music-led campaign conceptualised by Ogilvy and featuring independent artists Tricksingh and THE IMBACHI. The campaign celebrates individuals who trust their instincts, express themselves confidently and define success on their own terms.

Anand Aiyer, Chief Business Officer, Peter England, said VYBE was aimed at strengthening the brand’s relevance among Gen Z consumers through contemporary products, accessible pricing and a culture-led approach.

Priyank Karanam, Creative Director, Peter England, said the collection was designed to make dressing well feel effortless through relaxed fits, fresh styling and contemporary details.

The launch was marked by an immersive experience at Peter England’s Indiranagar store in Bengaluru, featuring live performances by the campaign artists.

The first VYBE collection is available at 50 Peter England stores across India, as well as through the brand’s website and Myntra.