Customers can choose denim colour and fit, necklines of t-shirts and various prints. 

Each garment can be personalised with initials in a “way never attempted before”.

Vineet Gautam, CEO of Bestseller India said: “Personalisation, customisation, the country's first virtual store and some never seen before fashion is made possible with Unmatched. We're taking big leaps in innovation and small steps towards a sustainable future as it is a made-to-order line.”

Jack&Jones India has 74 stores and 525 shop-in-shops. Bestseller India is part of the Danish group that has 2,800 chain stores and 12,000 external multi-brand stores in 46 countries.