Peter England Launches VYBE, a Contemporary Menswear Sub-Brand for Gen Z Consumers

New collection introduces modern fits, accessible pricing, and the VYBE Verified campaign featuring independent artists Tricksingh and THE IMBACHI

Peter England has introduced VYBE, a contemporary menswear sub-brand created around the evolving style preferences of younger consumers. The collection features modern fits, relaxed styling, and accessible price points, presenting a contemporary interpretation of the brand’s British-rooted dressed-up aesthetic while maintaining its established identity.

The inaugural VYBE collection includes overshirts, shackets, structured polos, oversized T-shirts, cargos, denim, Korean-fit trousers, and coordinated separates. Designed with a focus on comfort, versatility, and ease of styling, the range consists of wardrobe essentials suitable for multiple occasions. Prices start at ₹1,200, with every product in the collection priced below ₹2,000.

To support the launch, Peter England has unveiled VYBE Verified, a music-led campaign conceptualised by Ogilvy and featuring independent artists Tricksingh and THE IMBACHI. The campaign explores the idea of being "verified" by highlighting individuals who trust their own instincts, express themselves confidently, and define success on their own terms.

Commenting on the launch, Anand Aiyer, Chief Business Officer, Peter England, added: “VYBE is an important step in further deepening Peter Englands’ relevance with Gen Z and bringing younger consumers into the brand. Contemporary product, accessible pricing and a culture-led campaign create a strong platform for future growth while keeping the proposition distinctly Peter England ”

As part of the campaign, the featured artists collaborated through a series of studio jam sessions to produce an original track inspired by the campaign’s creative concept. The collaboration resulted in a music video combining fashion and music, presenting VYBE Verified as an expression of confidence and creative energy associated with the new sub-brand.

Commenting on the vision behind VYBE, Priyank Karanam, Creative Director, Peter England, said: “The creative idea behind VYBE was simple: to make dressing well feel effortless. Relaxed fits, fresh styling and considered details create looks that feel young and individual, while retaining the put-together character of Peter England.”

To mark the launch, Peter England hosted an immersive VYBE launch experience at its Indiranagar store in Bengaluru, combining fashion and music. The venue featured VYBE branding across multiple touchpoints, allowing visitors to engage with the campaign. The event also included live performances by Tricksingh and THE IMBACHI, who introduced the new collection.

The first VYBE collection is now available across 50 Peter England stores nationwide and is also available on Peterengland.com and Myntra.