Peter England today announced the launch of “VYBE”, a contemporary menswear sub-brand shaped by how a new generation dresses today. With modern fits, effortless styling and accessible prices, VYBE brings a more relaxed and individual expression to Peter England’s British-rooted, dressed-up sensibility. The result feels current and expressive, yet unmistakably Peter England.

The launch introduces a range of overshirts, shackets, structured polos, oversized T-shirts, cargos, denim, Korean-fit trousers and coordinated separates. Designed with an emphasis on comfort, versatility and ease of styling, the range brings together elevated essentials that can be worn across multiple occasions. VYBE makes contemporary fashion accessible without compromising on quality, craftsmanship or design.

To mark the launch, Peter England has introduced VYBE Verified, an original music-led campaign conceptualised by Ogilvy, featuring independent artists Tricksingh and THE IMBACHI. The campaign reimagines what it means to be “verified”, celebrating individuals who trust their own instincts, express themselves with confidence 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 ”

The artists collaborated through a series of studio jam sessions to create an original track inspired by the brand’s creative idea. The partnership culminates in a music video that brings together fashion and music, positioning VYBE Verified as an expression of the confidence and creative energy that shape the 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.”

Peter England created an immersive VYBE launch experience at its Indiranagar store in Bengaluru, bringing fashion, music and culture together. Designed as a content-friendly destination for creators and consumers alike, the space featured VYBE Verified branding across multiple touchpoints, inviting guests to engage with the brand and create their own interpretation of the campaign. The experience was brought to life through live performances by Tricksingh and THE IMBACHI as they unveiled the collection.