Project background

Within the vast space of casual fashion wear, utility clothing has been a new emerging fashion code with a distinct offering and dedicated follower base. This category was earlier serviced by denims or denim-like fabrics and options. But soon was populated by offerings that expressed outdoorsy functionality, for example clothing with multi-pockets,made from strong fabrics or having firm and rugged stitches. RIG addressed this fashion gap by offering a branded range of clothing that was comfortable in form, function and yet expressed a distinctive design and fashion sensibility.

Questions posed

• How do you infuse fashion into outdoor ruggedness?
• How does one satiate the internal desire for adventure without actually indulging in extreme sports?