FREECULTR Takes KKR to the Style League and Launches Sport Collection

Becomes the first ever fashion e-commerce brand to partner with a professional sports team and touches over a million visits a month

Gurgaon, India, June 03, 2012 --( Fashion is on a fitness streak and FREECULTR shows you the trend in action. In the world of international high street brands, FREECULTR continues to innovate through its product range, delivery, and partnerships taking the Indian market by storm. Before the start of IPL5, FREECULTR was selected by Shah Rukh Khan, Juhi Chawla, and Jay Mehta’s Kolkata Knight Riders, to be its exclusive Official Casual Wear Partner. This groundbreaking initiative set the standard for the development of a new market by expanding and delivering a full lifestyle range of products to the KKR range via its FREECUTLR Sport collection.

In less than 8 weeks, FREECULTR designed, produced, and launched Official KKR merchandise that includes co-branded Limited Edition Purple Suede Leather Moccasins, Henley style t-shirts, Official KKR Travel Polos, Graphic Tees, Canvas Belts, Caps, and more. Now joining the Kolkata Knight Riders in the much anticipated IPL 2012 Finals, FREECULTR introduces the SPORT Collection, with a full lifestyle range of Henley polos, graphic tees, moccasins, travel polos, canvas belts, caps, wristbands and a luxurious range of trainers for men. This collection includes the Limited Edition KKR Merchandise created for KKR players and fans for this season, including the Official KKR Travel Polo’s, Graphic T-shirts, Moccasins and Wristbands. The collection not only reflects the spirit of the game but also connects with the sensibilities of all cricket lovers.

"We are thrilled to be associated with KKR, who lead the IPL and are on their way to the finals of IPL5 and will soon be moving on to even greater success in the Champions League. This ground breaking partnership marked FREECULTR to be the first lifestyle e-commerce brand to venture into the field of professional sports industry, with Cricket, and make the gentleman’s sport more fashionable. Adding to the excitement, we have taken a step further and introduced a full range of sportswear that the team will love and equally excite cricket lovers. Keeping in line with the spirit of the game and the USP of FREECULTR, the KKR collection focuses on style, design and color along with quality and affordability," says Sujal Shah, CEO & Co-founder of FREECULTR.

With more than a million visits a month to its site, FREECULTR showed proof of concept of this new idea to the Indian professional sports community and retail industry. With most of the range priced between Rs. 499 - 1999, the full sport lifestyle collection is primarily available at Additionally, FREECULTR was able to activate numerous other online and offline sales channels including sales at Eden Gardens Stadium, Café Coffee Day, Ticketgenie,,,, and more.

Venky Mysore, CEO and MD of Kolkata Knight Riders, comments on the association, “We selected FREECULTR to be our Official Casual Wear Partner with a vision to innovate the sports and lifestyle intersection in the Indian market. Our partnership is a model that has the respective industries taking notice and seeing the fruits of expanding brand beyond the playing field. The management and players love the products that we’ve jointly developed. We look forward to traveling to the IPL5 Finals and on the Champion’s League with FREECUTLR as our team’s Official Partner.”

Launched at the end of March 2012, the FREECULTR-KKR campaign asked consumer, “Ever Wonder What They Wear Off the Field?” The IPL5 Finals bound KKR team travels to the IPL5 Finals in Chennai sporting their Official Team Travel Polos from FREECULTR. The entire team have thrilled with the range, products, and quality. Here are a few examples of comments from Team and Players who have been enjoying their FREECULTR Sport Casual Wear:

“Really comfortable. The fabric was perfect for this climate”- Jacques Kallis
“Great fit. Really like the fabric and styling” - Shakib al Hasan
“Both purple and white looks good on me. Excellent fabric” - Sunil Narine
“Smart styling, great quality. The team has really enjoyed the experience” - Joy Bhattacharya, Team Director

Sid Shah, President of The Wild East Group, who brokered the partnership, has this to say, "We are excited at the success of this relationship and are happy to have been able to bring the two stellar entities together for something that has brought so much value to the team, fans, and respective industries. We know this partnership is paving the way for other such partnerships in the space.”

FREECULTR Sport launched with the Official KKR products and has added a luxurious range of Men’s trainers as part of the initial range. FREECULTR entered the domestic market as a high street brand for men and women, delivering on a key gap in the consumer ability to find premium basic products that delivered choice, color, fits, style, and superior fabrics. Already blazing a trail in the fashion and lifestyle segment, FREECULTR has added a touch of glam to the fashionable world of cricket this season with this new collection.

FREECULTR stands for freedom of choice, freedom of expression. It champions the ability of an individual to exist within a group and express his/her own personal style. With a focus on fabrics, product innovations, color options, and most importantly, the little details, FREECULTR is the quintessential online destination for Premium Lifestyle Apparel.

FREECULTR is a brand that offers a seamless online shopping experience with a full range of lifestyle apparel & accessories featuring casual tees, polo’s, tunics, sweaters, shorts, denims, jeggings, pants, footwear and accessories for both Men & Women. Uniquely designed for global citizens, this premium brand offers the latest in international styles at reasonable prices, delivered direct to your doorstep. The most vibrant color stories, constant innovation and cultures from around the world are part of the DNA of this brand – so feel free to experiment and express your own true style, only at

FREECULTR is part of the Smile Group, with Harish Bahl as its Chairman. FREECULTR is funded by Sequoia Capital.
Free Culture Apparels Pvt. Ltd.
Nicole Juneja