Peter England has entered the youth fashion space with the launch of VYBE, a new menswear sub-brand designed to capture how younger consumers dress today. The line blends the brand’s classic British-inspired, dressed-up sensibility with a more relaxed, individualistic aesthetic aimed squarely at Gen Z shoppers.
The collection includes overshirts, shackets, structured polos, oversized T-shirts, cargos, denim, Korean-fit trousers and coordinated separates, with a focus on comfort and versatility across occasions. Prices start at Rs 1,200, with every item priced under Rs 2,000 — a move the company says keeps contemporary fashion accessible without sacrificing quality or craftsmanship.
Alongside the product launch, Peter England rolled out ‘VYBE Verified,’ a music-driven marketing campaign developed with Ogilvy. The campaign features independent artists Tricksingh and THE IMBACHI and reframes the idea of being ‘verified’ — celebrating people who back their own instincts and define success independently, rather than through external validation.
Commenting on the launch, Anand Aiyer, Chief Business Officer, Peter England, said, “VYBE is an important step in further deepening Peter Englands’ relevance with Gen Z and bringing younger consumers into the brand. Contemporary product, accessible pricing and a culture-led campaign create a strong platform for future growth while keeping the proposition distinctly Peter England.”
Commenting on the vision behind VYBE, Priyank Karanam, Creative Director, Peter England, added, “The creative idea behind VYBE was simple: to make dressing well feel effortless. Relaxed fits, fresh styling and considered details create looks that feel young and individual, while retaining the put-together character of Peter England.”
For the campaign, Tricksingh and THE IMBACHI worked together across several studio sessions to produce an original track built around the brand’s creative concept, which was then turned into a music video merging fashion and music.
The first VYBE drop is now available at 50 Peter England stores across India, as well as on peterengland.com and Myntra.
Also Read: 9 Gen Z-focused brands making waves in India’s fashion market
