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About us Our Company: A walk through High Street
American Swan, owned by The American Swan Lifestyle Company, is a global, premium online Fashion & Lifestyle Brand with a distinctive range of Men’s and Women’s apparel, Accessories, Footwear, Beauty & Fragrance and Home products. The American Swan brand offers an invigorating twist to the genre of preppy fashion, offering authentic smart Casuals to those who seek an Aspirational, Glamorous yet restrained lifestyle. The styling is distinctly modern and chic, with an emphasis on sophistication, innovation and top quality.
No two days at The American Swan Lifestyle Company (TASLC) are the same. That's the philosophy we live and breathe: change is fashion, fashion is change. Keeping up with the changing trends and needs of our customers is what makes us different and that will keep them coming back to us again and again.
As a new premium lifestyle brand, American Swan is all set to deliver superior styling, quality and value to consumers across the country. It is a brand that has been built with a keen sense of passion: a passion to create a quality product, a passion to build a vibrant, attractive lifestyle brand, and a passion to make it a viable business opportunity.
As a brand we celebrate the essence of Classic Americana and provide an invigorating twist to the genre of preppy fashion. As a team we work towards creating unforgettable experiences for our customers. Real value is a cornerstone of our brand. We price products fairly and honestly. We operate efficiently, and build relationships with manufacturers who have proven they are skilled, cost conscious, efficient and socially responsible. We adhere to a set of core values and business practices driven by one overarching principle: What's best for our customers is what guarantees our success.
Under the able guidance of our leadership team & mentors, we are rearing to make our mark in the (r)etail (r)evolution. And American Swan is poised to be a benchmark lifestyle brand in the digital space and beyond by offering consumers a range of aesthetically designed, high quality products including Men's and Women's Apparel, Accessories, Footwear, Beauty & Fragrance and Home products.
Our Promoters: Blue-Blooded Lineage
Our confidence in the ability to become a brand to reckon with comes from the impeccable ability of our leaders to lead from the front. The confidence also comes from being a part of Four Cross Media (FCM), a global digital conglomerate. With promoters such as FCM and a team of dedicated and passionate members we aim to build an enterprise that is different in spirit, form and culture.
FCM is also the successful promoter of digital dynamos like Tangerine Digital Media Solutions, Ignitee Digital Services, Intelligrape and Prospero. Further, FCM is backed by Astro, one of the main investors of the company. Astro is a leading cross- media operator in South East Asia with Direct-To-Home (DTH) satellite television services in Malaysia and Brunei.
We've learnt from our successes in markets like the UK, USA and other parts of Asia and we're primed to make American Swan a global brand that is at par with international standards. -
Brains Behind The Scene- Our Board of Directors
Building a sustainable business, that’s sensitive towards the requirements of its stakeholders, is largely dependent on the kind of people who drive it. And The American Swan Lifestyle Company’s Board of Directors bring to the table several years’ of experience in consumer retail, brand development, technology and digital media - the perfect concoction, for any business to surge ahead in the race.Sanjiv Gupta
Sanjiv is also a co-founder of FCM and brings to the table deep-rooted knowledge based on his extensive experience and relationships within the Indian market. He has successfully driven business in senior positions for reputed organizations such as Coca Cola and Unilever.Puneet Johar
A co-founder of FCM, Puneet is the true expression of dynamism. He is responsible for managing the Asia business for the company. He is also the founder of Tangerine Digital Media Solutions and has extensive marketing experience with organizations of repute such as Reebok, Star and Coca-Cola in India.Anurag Rajpal
Anurag is a seasoned, concept to commercialization specialist with over 15 years' of rich experience in the Indian & Global fashion and apparel industry. In his last assignment, he was leading Beverly Hills Polo Club in India.
A hands-on CEO with an entrepreneurial outlook, his portfolio is as diverse as it is in-depth. He has successfully launched diverse Product lines, Private Brands, Brands, Retail & E Commerce Concepts for leading Global Fashion & Lifestyle Brands & top Indian Fashion & Retail Companies.
Anurag is an alumnus of The Technological Institute of Textile & Sciences and has worked with industry leaders like Reebok (Adidas Group), United Colors of Benetton, Madura Garments & Spencer's Retail Limited. -
Our history inspires us
The saga of the Swan family is one of hard work, struggle, ingenuity and, finally, inspiration. Spanning three generations, the thread of passion for quality and innovation runs through it, providing a foundation for each generation to expand and reinvent an authentic American dream.
Our success story begins with Alfred Swan Sr., who began with little but a dream, ambition and perseverance. A native of New England and a survivor of the rigors of World War II, his was a personality determined to turn every challenge into an opportunity.
Starting The American Swan Lifestyle Company during the post-War boom, with second-hand equipment, he brought together a multi-skilled work force to follow his vision: not just to be the biggest or the richest, but to always strive to do better, to do one’s best. Under his inspired leadership, the company went from modest beginnings to fulfilling Alfred Sr.’s American dream.
Alfred Swan Jr. was cut from the same cloth as his father. He not only helped the Company grow, but also built on his father’s vision. Taking advantage of the education and exposure his father could now afford to give him, he embraced the changing world both for himself and the Company.
It was with the birth of Alfred Jr.’s son, Alfred III, that the Company truly took a great leap forward. Born in the 80s, Alfred III was of the generation that was in the forefront of globalization, ready to take on the world. At the same time, he shared a very close bond with his grandfather, Alfred Sr. This unique mix of past, present and future made Alfred III uniquely poised to lead the Company, giving it a global outlook while staying committed to its values of integrity and passion.
Today, American Swan brings together the best of the three generations. It embodies their belief that the world is a beautiful place, at once simple and complex, and it is their mission to bring that beauty into the lives of others.
Disclaimer
This is a work of fiction and any resemblance with any character living or dead is a mere coincidence. -
Apparel
Americana meets European styling in our cool, chic collections for men and women. Experience the freedom of fashion with a range that offers both casuals and formals. Take your pick of everything from jackets and trousers, denims, sports wear, shirts, tops, tees, polos and tank tops to sweaters.
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Accessories
True-blue style is in the details , and we haven't missed a single one. Take your pick of our watches, eyewear, totes, handbags, purses, belts, wallets, socks, caps, scarves and more
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Footwear
Never put a foot wrong with our range of footwear for men and women-formals, casuals, leather shoes, sandals, sport shoes and flip-flops.
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Home
Live in the style we'll accustom to. Bring your choice of bed linen, kitchen and dining accessories. Or warm someone else's home with our fine range of household gifts
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Personal Care
There are so many ways to feel good about yourself: exquisite beauty and skin care products. Let the pampering begin with our fragrances, deodorants, shower gels, creams, lotions and moisturizers.
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Fashion Country
American Swan Vintage
Get The Look
Swan Family
Winter CollectionsSpecial thanks to Fornasari Cars (www.fornasaricars.com) which were used in our brand Photoshoot ! -
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