Embark launches "Niko Rocks"

Aspiring rock stars have been invited head on over to ODEL where Niko, the famous street dog turned fashion mascot is reportedly rocking his good looks with a new collection that can transform one to a star, overnight.

Capturing the current trends of the global fashion scene, the new collection is said to be inspired by Niko's rock star attitude. With his erstwhile sidekick Bandit, Niko works the look, and offers a collection of rock star couture that is apt for everyone.

"If you have got attitude then all you need is a little style inspiration from the "Niko Rocks" collection that imbibes the rock-based styles seen on international fashion ramps," says Thilina Dassanayake, ODEL's Divisional Merchandising Manager, who heads the Embark merchandise team. "The collection is distinctive. We have used a lot of colour, to demand attention to the wearer and have played with the international rock star looks, like the grunged look for example. Acid washes and gothic fonts dominate this look, and have been given innovative twists to suit our Sri Lankan consumers."

A collection suited for Embark fans of all ages, 'Niko Rocks' is now available at all Odel-stores; comprising over 160 individual styles of T-shirts, tank tops, lounge wear, boxer and boyfriend shorts, and accessories accented by neon colours; for the rock star dude, diva and even those mini rock stars in the making. The menswear collection offers an array of options and is characterized by bold, edgy slogans with attitude, such as 'Rock & Drool,' 'Rebel with Paws,' 'Tame Me,' 'Bite, Bark, Rock,' 'Loud Mouth' and 'Barkmonster' For younger wearers, these are toned down to lines like 'Pack Leader,' 'Rock star Pup' and 'Got Treats?' and, in acknowledgement of the cause supported by the label, are statements such as 'My Doggie My Love,' 'Adopt Me' and 'Love is a Rock Star' that sync with Embark's 'Pashionable People' campaign to promote re-homing of street dogs. Distinctive new hang tags designed like concert tickets add further emphasis to the 'Niko Rocks' theme of the new collection.

Part proceeds from the sale of Embark clothing and accessories are the principal source of funding for the Embark community project to promote the welfare of street dogs. The initiative includes a range of activities from sterilization, puppy re-homing, caring for injured stray animals and educating the public about the importance of animal welfare. In its first five years, the Embark project has been responsible for the sterilization, vaccination and treatment of more than 10,000 dogs and the re-homing of over 600 homeless puppies, and has conducted 16 education and awareness programmes as well as five fund raising projects.