India: Premium Casual Wear, done right – that’s what FREECULTR stands for and delivers. Launched in December 2011, this lifestyle apparel brand has 
been making waves across the country and abroad with its brand ethos, focus on design, fabrics, and color – designer quality delivered at a significant value to the traditional international high street. FREECULTR introduces an electrifying range of trendy polo’s, tees, denims, shoes and other accessories offering bright colors, bold choices with lots of energy.
With IPL fever hitting the nation, FREECULTR continues to innovate by co-developing and securing the first of its kind partnership between a premier IPL team, the Kolkata Knight Riders, and a premium lifestyle apparel brand that operates in the e-commerce space pan India. This partnership fills a glaring void in sport inspired lifestyle apparel in India – a range that is full lifestyle, but with 
strong inspiration and ties to sport as a category delivered with superior fabrics at reasonable prices. A strong testament to the brand success of this young company, The Kolkata Knight Riders, owned by Shah Rukh Khan, Juhi Chawla, and Jay Mehta, selected FREECULTR as its Official Casual Wear Partner based on FREECULTR’s aspirational brand positioning, product range, product quality, price points and execution.
FREECULTR launches its SPORT collection with an exclusive edition of the KKR Official Travel Polo’s, Graphic T-shirts, and more KKR Official products to be launched and developed throughout the year. FREECULTR has used KKR’s Purple, White, and Gold as the dominant theme to launch the exclusive collection. The collection not only reflects the spirit of the game but also connects with the sensibilities of the cricket lovers. Over the next few months, FREECULTR SPORT will also deliver a range of exciting and stylish lifestyle sport products for all customers. This exciting new category campaign will feature the tag line “Go Play!” and “Wanna Play?” and vivid imagery as its mantra.
“We couldn’t be more pleased to launch our FREECULTR SPORT collection with the Official Casual Wear products for the Kolkata Knight Riders. KKR is a pre-eminent brand that stands for excellence and we are humbled to be chosen as its first Official Casual Wear Partner. This is a huge and extremely innovative partnership in the Indian lifestyle apparel space. It reflects the trajectory and appeal of our brand and gives us much to be thankful for as we continue to grow our business across the country and beyond. Epitomizing the competitive spirit of the game, we have designed our collection for KKR with a focus on style, color’s, fabric, quality and affordability. We hope the team has a stellar season and wish them the greatest success in IPL5 and hopefully the Champion’s League.” said Sujal Shah, CEO & Co-Founder of FREECULTR
“We are excited to announce our casual wear license agreement with FREECULTR,” said Venky Mysore, MD/CEO of Kolkata Knight Riders. “The Kolkata Knight Riders prides itself in innovation and differentiation, and has decided to partner with FREECULTR, an exciting and upcoming fashion brand that is making waves across the country, as opposed to working with a supplier. Our main objective has always been to continually keep our fans engaged, excited, and delighted and we believe this partnership will give our fans an added sense of pride as they become the brand ambassadors of the Kolkata Knight Riders.”
