The Key Cat­a­lysts of the Growth Men’s Den­ims in In­dia

Fashion en­thu­si­as­tic men in In­dia are sure to in­dulge in dif­fer­ent pairs of den­ims for dif­fer­ent oc­ca­sions. Since their in­cep­tion in the In­dian mar­ket, den­ims have found a spe­cial place in ev­ery man’s wardrobe. Let us un­der­stand how and what has made deni

Business of Fashion - - Contents -

A look into how and what has made denim a pop­u­lar choice of men’s wear through­out the coun­try.

Men’s denim re­ceives the high­est share, when it comes to the aug­ment­ing the over­all denim mar­ket in In­dia. Technopak re­search states that the men’s denim wear ac­counts for the largest 84 per­cent share and is poised to grow at a high CAGR of 12.7 per­cent over the next decade.

There was a time, when men’s denim was pop­u­lar only in the ur­ban cities. How­ever, with the grow­ing econ­omy, the pop­u­lar­ity of denim has spread in al­most all the stra­tum. The en­hanced sense of

zaffin­ity were few of the key driv­ers that pushed the choice and gave denim the stance that it has to­day.

The Cul­ture Drive

At the back­ground are also sev­eral cul­tures that shaped the way for trends in the denim in­dus­try, Sau­rabh Singh, Men’s Wear De­sign Head, Be­ing Hu­man Cloth­ing says that at present the big­gest trend shap­ing the denim sec­tor is the 90’s sports and 90’s mu­sic. They are the big­gest in­flu­ences on to­day’s street style and also the gen­er­a­tion’s pop mu­sic. “Other in­flu­ences are the sports and well­ness life­style, which has re­sulted in the rise of a new style of dress­ing called ath­leisure,” he added.

Con­sumers look for com­fort and dura­bil­ity and with­out any doubt den­ims have suc­cess­fully catered to these two re­quire­ments. “How­ever, peo­ple also con­sider en­vi­ron­ment friendly prac­tices that go into man­u­fac­tur­ing den­ims,” said Satyen P Mo­maya,

CEO, Ce­lio. Ac­cord­ing to Amit Dhe­lia, Pro­pri­etor, Court­yard, denim is con­sid­ered to be the most ver­sa­tile of fab­rics for men with mul­ti­ple ap­pli­ca­tions like ca­sual wear, work wear, and ev­ery­day use. There are cease­less op­tions for buy­ers, some­thing that ev­ery buyer looks for. Unita Chan­dan, Cre­ative Di­rec­tor,

Hard Cur­rency, elu­ci­dated a new po­si­tion for den­ims, where the mar­ket is pro­vid­ing op­tions for biker jeans and el­e­ments that com­pli­ment the present day cul­ture. Styles like pan­eled jeans, exclusive washes and ac­ces­sories on jeans are some­thing that the youth are at­tracted to. She ex­plains that a vast sec­tion of the lo­cal mar­ket seems to be sat­u­rated with the blues, and is opt­ing for coloured den­ims as a change. Ir­re­spec­tive of the dif­fer­ent sea­sons, and ever-evolv­ing fashion sense, denim will never lose its charm. It will al­ways be a sar­to­rial wardrobe sta­ple that is end­lessly wear­able. As stated by Neha Shah, Head-Mar­ket­ing, Pepe Jeans, “The denim mar­ket, par­tic­u­larly for menswear, is now trans­form­ing. The shift has a lot to do with the digital boom and so­cial me­dia chan­nels that have led to the cre­ation of the epony­mous ‘Street Style’. In to­day’s day where blog­gers, in­flu­encers are shap­ing fashion norms, den­ims are be­ing con­sid­ered as one of the ver­sa­tile pieces to style. There is no deny­ing that the digital in­dus­try has com­pletely changed the way denim is seen to­day.”

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