Basics Life Store relaunched

A 15 feet high glass facade with a huge backlit visual of Basics 029 greets the visitor to the newly relaunched Basics Life Store in Colombo. And that sets the tone for the unique lifestyle shopping experience for men that Basics Life has come to be known for.

The Chennai based men's lifestyle store has already achieved a huge following in India. It houses the three brands from Hasbro - Basics 029 and Probase providing causal wear, and Genesis catering to elegant, formal tastes. A quick look through the collection at the Basics Life store gives one an international feel. The new summer collection is especially arresting, be it the almost risque, bright-coloured Polo tees from Basics 029 or the chequered shorts from Probase. Equally impressive are the stylised shirts from Genesis that are just perfect for the season. The three brands will showcase four different liens a year for each fashion season of spring, summer, autumn and winter.

The 1,590 sq ft store is done in the signature grey and yellow of Basics Life. Visitors would quickly find themselves at ease in this aesthetically deigned store that helps one find what they want without much effort.

"Genesis Basics" as what it was earlier known has always been a big crowd puller," observed Hanif Sattar, founder and Director of Hasbro Clothing. "It's only natural that the transformation to 'Basics Life' is effected in Colombo, thus bringing this unique men's lifestyle experience under a common name."

The basics Life experience serves as an outlet for men's fashion needs without burdening them with the usual hassles of shopping. And it shows that Hasbro has certainly got the pulse of the urban male right when it comes to fashion.