Woodland carves separate identity for formal lifestyle brand 'Woods'

The company has been buying fabric made of yarns produced from pet bottles in Taiwan to make apparel for sustainable and environment-friendly production

After making a mark in its outdoor line of shoes and accessories, Aero Club, owners of Woodland, is now promoting its formal lifestyle brand Woods through standalone stores. “The company has already established 10 standalone Woods stores while plans are afoot to add another 10-15 every year, taking the number to around 100 eventually,” said Harkirat Singh, managing director of Aero Club.  

The company aspires to create a separate identity for Woods and not make it a sub-brand under Woodland. “Today, the lifestyle category has a lot of potential as dressing sense has become based on lifestyle, and is not based