Ex-TBWA\ Media Arts Lab country head Vishwajeet Singh Rana has launched a menswear fashion label. Named sons + fathers, the brand’s primary focus is to provide elegant, well-crafted and ethically produced handmade clothing for men.
Rana said, “Our philosophy is that fashion comes and goes but style is eternal. Hence, we believe in timeless appeal and create clothes made of finest quality fabric, which will last you a lifetime if you take care of them. And we partner with small but best, ethical partners. We will keep infusing new stuff but we don’t intend to be a mass production label. We will always be only for men with discerning taste."
sons + fathers also has unveiled a digital launch campaign that has been shot and directed by Rana.