Mumbai, May 18, 2024: Mahindra & Mahindra Ltd., India’s leading SUV manufacturer, has partnered with artists Santanu Hazarika and Abhishek Paatni of Nought One to introduce a new streetwear collection inspired by the design and colors of the Mahindra XUV 3XO. This innovative collection debuted at the XUV 3XO ‘Tech Fashion Tour’, an Exhibit Property, held in Mumbai, showcasing Mahindra’s unique approach to engaging with modern consumers.
The streetwear collection incorporates design elements from the XUV 3XO, such as its distinctive diamond inserts and logo, seamlessly blending the SUV’s aesthetics into the apparel. Aimed at attracting young consumers who value contemporary fashion and cutting-edge car design, the collection highlights Mahindra’s commitment to creativity and innovation.
Pratap Bose, Chief Design and Creative Officer at Mahindra & Mahindra Ltd., expressed his enthusiasm, stating, “Today, we are excited to showcase a collection that merges our passion for innovation within our SUV range with the dynamic world of fashion. The XUV 3XO embodies Mahindra’s Heartcore Design philosophy, pushing the boundaries of design, technology, and innovation in the premium compact SUV segment. This collection not only mirrors the bold and distinctive features of the XUV 3XO but also resonates with the lifestyle and values of our younger consumers. Through this collaboration with Santanu and Nought One, we are exploring new forms of expression and reaching out to new audiences.”
Artists Santanu Hazarika and Abhishek Paatni shared their excitement about the project, stating, “We are thrilled to partner with Mahindra on this unique initiative. This collaboration with the XUV 3XO blends our streetwear aesthetic with the standout design of this modern SUV. Translating automotive innovation into fashion is an exciting challenge, and we believe our customers will appreciate the creativity and authenticity behind each piece. This partnership represents futuristic, functional clothing that aligns with the aesthetics of a new age and a progressive future.”
This collaboration marks a new direction for Mahindra, expanding its reach through the realms of fashion and lifestyle.
