With the recent announcement of a teen collection, Alia Bhatt, who successfully launched the kidswear company Ed-a-Mamma in 2020, is expanding the business to include teen casual wear.
The "Edheads" teen apparel line aspires to create a network of like-minded conscious youth. The garments, which are specially made for teenagers between the ages of 11 and 17, are only offered on Myntra and the Ed-A-Mamma website.
Alia Bhatt remarked concerning the new launch, “It’s always been my vision to create a universe of quality products for children and their parents, designed for them and the planet. We’ve already introduced maternity wear and kidswear, and clothing for young adults felt like the natural next step. Gen Z is more socially aware and environmentally conscious and that is the community that we want to nurture.”
The debut of Edheads marks an exciting collaboration between the well-known online retailer Myntra and the quickly expanding conscious clothing label Ed-a-Mamma.
Edheads is all about attitude and gives teenagers a place to express themselves freely, create their own stories, and create experiences. The new collection enables teens to showcase their distinctive personalities and be spontaneous, vibrant, and opinionated while boldly rising to meet challenges, become lifelong learners, and celebrate new skills thanks to elements like digitized effects, 3D fonts, and designs with a slightly futuristic edge. The new line emphasizes various kinds of expression, including art, music, dance, and sports.
“Edheads is a collection for teens with attitude. It is trendy, stylish, and designed to give teens a space to be themselves. It is everything a teenager is - carefree and dynamic”, Mamma says of the teen brand. The clothing in the collection were made with natural fiber-based biodegradable materials, AZO-free dyes, and nickel-free trimmings and buttons. The line delivers amazing quality and styles at reasonable prices while being conscious and comfy. Edheads is a multipurpose space created for teenagers to hang around, have fun, and live in.
