CSK and The Souled Store launch sustainable replica jersey


It’s that time of the year when India’s two biggest passions – cricket and entertainment – come together! One of the highly anticipated moments for fans ahead of the spectacle that is the Indian Premier League is that of teams unveiling their official jersey for the season. Chennai Super Kings, who have partnered The Souled Store, were one of the early teams to unveil their jersey. But they decided to do things a little differently – every replica jersey this year will be made from recycled plastic, as part of a larger social initiative by both brands. Each jersey is created using approximately 15 plastic bottles (that would have otherwise ended up in the ocean) and uses 90 % less water than regular jerseys. The jersey comes in a customized box made from recycled material, accompanied by a certificate of authenticity from the legend himself – MS Dhoni. The idea to launch products made from recycled materials had been under development for the last few months at The Souled Store. “As a brand, we’ve always been conscious of our larger social responsibility, and how we need to continuously implement better, more sustainable practices. We’d specifically like to thank the entire Chennai Super Kings team for being as excited and passionate as we were to make this happen,” said Harsh Lal, co-founder and director of The Souled Store. The Super Kings are one of the most consistent teams in IPL history, having qualified for the Playoffs in 10 of their 11 seasons, reached the final eight times and lifted the trophy thrice. “This is the first time in 14 IPL seasons that we’ve redesigned our jersey, and we felt it would be nice to have every replica jersey made from recycled plastic. It’s important for all of us to do our bit to help reduce plastic waste and work towards a greener planet,” Super Kings CEO KS Viswanathan said. The new jersey launch immediately generated tremendous buzz on social media, with fans excited to see Thala launch the new jersey. Check out the reveal here: https://www.instagram.com/p/CMzfGQzgxfs/?igshid=wced0r55k4n7 As IPL 2021 nears and cricket fever hits the country, fans can get their hands on the official merchandise of their favourite teams. The Souled Store is also the official merchandise partner for the Mumbai Indians, Kolkata Knight Riders, and Rajasthan Royals. The official CSK 2021 replica is available for purchase on The Souled Store’s official website and app. Link: www.thesouledstore.com/csk About The Souled Store Started in June 2013, The Souled Store, an online brand selling quirky pop culture merchandise, is bootstrapped with a total capital of Rs. 5.25 lakh. In 7 short years, they have achieved a turnover of Rs. 100 crores, shipping more than 100,000 orders per month. With a 2+ million customer base and 150+ licenses, The Souled Store is India’s biggest brand for official licensed merchandise. They are the official merchandisers for big budget movies (Marvel, Batman, Superman, The Justice League, Harry Potter, Lord of the Rings, Star Wars, Raees, Rock on 2 etc.), IPL teams (Mumbai Indians, Chennai Super Kings, Kolkata Knight Riders, Rajasthan Royals), Cartoons (Cartoon Network, Looney Tunes, Scooby Doo, Flintstones etc.), TV Shows (Friends, The Big Bang Theory, South Park etc.), WWE and many more. The brand has successfully forayed into offline stores as well, opening their first retail outlet at Linking Road, Bandra in 2019, and launching 2 more stores within the first year itself. As part of its long term vision, The Souled Store plans to open 35-40 stores pan India and be the go-to fashion destination for the country’s youth.