Ed-a-Mamma, the kidswear brand launched in 2020 by Alia Bhatt, recently announced a teen line for building casual wear for teen in India.
The teen clothing line branded ‘Edheads’, aims to build a community around a like- minded conscious generation. The clothes, specially designed for teens between the ages of 11 and 17 years is available exclusively on Myntra.com and edamamma.com.
By using natural fibre-based biodegradable fabrics, safe AZO-free dyes, and nickel-free trims and buttons the collections launched.
Regarding the new launch, Alia Bhatt said, “It’s always been my vision to create a universe of quality products for children and their parents, designed for them and for the planet. We’ve already introduced maternity wear and kidswear, and clothing for young adults felt like the natural next step.”
Along with that, Gen Z is more socially aware and environmentally conscious and that is the community that they want to nurture, she added.
Edheads is all about attitude and offers teens a creative space to craft experiences, build their own narratives, and express themselves uninhibitedly.
With digitized effects and 3D fonts and designs that are slightly futuristic with a retro edge, teens are allow to showcase their unique personalities and be spontaneous, vibrant, and opinionated while boldly rising to meet challenges, become lifelong learners, and celebrate new skills. Different forms of expressions like art, music, dance, and sports are highlighted in the new line.
Iffat Haider Jivan, business head, Ed-a-Mamma said, “Edheads is a collection for teens with attitude. It is trendy, stylish, and designed to give teens a space to be themselves.”
Along with that, the collection range offers great quality and styles at affordable prices. Made for teens to hang out, have fun, and live in, Edheads offers cool versatility. The teen line is available exclusively on the official online platforms of Myntra and Ed-a-Mamma.