The Jeans Jug­ger­naut!

A denim sur­vey by lead­ing re­tail brand Westside, busts myths about how ‘jean’et­i­cally com­pat­i­ble In­di­ans are as a breed. Jan­ice Goveas ex­plores and re­ports.

Apparel - - Contents April 2017 -

Look­ing at how ‘jean’et­i­cally com­pat­i­ble In­di­ans are as a breed

Do you live in your jeans? Do you never want to take them off even when you are sleep­ing? A sur­vey by Westside brought some in­ter­est­ing and lesser known facts about In­di­ans and their re­la­tion­ship with their ‘jeans’.

With a sam­ple size of 1200 re­spon­dents, the sur­vey ques­tions ranged from how of­ten In­di­ans snooze in their den­ims to how of­ten they wash them and their spend­ing habits when it comes to pick­ing up a pair of jeans. The Denim Sur­vey was con­ducted on­line across ci­ties such as Mum­bai, Delhi, Bengaluru, Kolkata, Chennai, Hy­der­abad, and Pune, amongst peo­ple in the age group of 18 to 32 years and above to en­sure a whole­some con­clu­sion.

WEAR­ING DEN­IMS TO WORK AND TO SLEEP?

While hear­ing a pe­ti­tion chal­leng­ing the re­cent doc­tors' strike in Mum­bai, judges at the Bom­bay High Court no­ticed that a jour­nal­ist from a na­tional news­pa­per came to cover the court in a pair of jeans and T-shirt. They frowned and voiced their dis­plea­sure over jour­nal­ists cov­er­ing court pro­ceed­ings in such clothes and de­manded to know if it was 'Bom­bay cul­ture'. Chief Jus­tice Man­jula Chel­lur and Jus­tice G S Kulka­rni pointed at him and asked, “How can jour­nal­ists come to court wear­ing jeans and T-shirt?”

Many jeans lovers would have prob­a­bly heard this rhetoric in many workspaces. “I would rather wear py­ja­mas to work, but given that, for­mal pants are al­right, pro­vided they are breath­able, and com­fort­able,” says An­jali from a lead­ing fi­nan­cial ser­vices or­gan­i­sa­tion. While there are fol­low­ers of the ‘no jeans to work’ school of thought, IT com­pa­nies have wel­come jeans with open arms! Jeans seem to be the go-to fab­ric of In­dia with CEOs like Vishal Sikka re­lax­ing the dress code for his em­ploy­ees dur­ing work weeks, fol­lowed by com­peti­tors Wipro Ltd, Tata Con­sul­tancy Ser­vices Ltd and Cog­nizant Tech­nol­ogy So­lu­tions Corp., who re­laxed the norms and al­lowed jeans at the work­place on Fri­days. For long, den­ims are caught in the fash­ion de­bate of be­ing slot­ted as ei­ther smart for­mals or smart ca­su­als. The sur­vey found that 47 per cent of over­all re­spon­dents wear den­ims ev­ery­day. The sur­vey also throws up shock­ing re­sults that sug­gest that 62 per cent above the age of 33 years pre­fer wear­ing den­ims to work. Ni­nad, who works with a lead­ing television net­work, says, “I pre­fer wear­ing jeans and a t shirt – as this out­fit is both com­fort­able and pre­sentable.”

Ad­di­tion­ally, the star­tups cul­ture and flex­i­ble work en­vi­ron­ment bring a sense of the re­laxed work wear in more and more com­pa­nies. Firms like Paytm, Flip­kart, known for their re­laxed work en­vi­ron­ment, do not have any set dress code for of­fice and em­ploy­ees – both men and women – come in jeans any day they want to.

To make jeans more ac­cept­able at work, lo­cal denim brands have started bring­ing out a more

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