Agreat visionary and a hard core professional, Narinder Singh saw great potential in denim way back in 80’s, when denim had just started making its presence felt in the country’s lifestyle. With his strong aesthetics and an eye for fashion he established Numero Uno in 1987 and since then the brand has over the years grown into a dynamic and responsive icon for the youth. It was the first Indian jeans wear brand and since the past 30 years the brand is still going strong and is today one of the most admired jeans wear brands in the country.
Brand’s core audience
Numero Uno being a wardrobe brand has a client base starting from 22 years till 40 years. The brand offers a good mix of merchandise to cater to such a wide band of age group.
Present product portfolio
Since Numero Uno is a wardrobe brand, they are denim lead followed by shirts, t-shirts, outerwear, footwear and accessories. Denim contributes 40 percent of the entire business.
Change in demand in denim over the past year or two
Denim being a seasonless product is always highly in demand. The brand feels that there is a technological revolution in the denim industry and new hybrid denims have forayed into the market, creating a hike in demand. In last two years jogger denims and athletic jeans are doing wonders for all brands in the domestic and international markets.
Top selling denim collections
Numero Uno offers three categories in denim, which include – fashion, core and premium core called Espana denim. The brand is doing very well in fashion denims and Espana denims as customers always look for a perceived value in the product they buy. Steadfastly focused towards quality, innovation and value for money, the brand is growing by leaps and bounds. They try their best to offer amazing fabrics, sourced from best mills with a superb combination of washes and supporting trims as value additions.
New denim collections planned for the forthcoming season
Denim is an all season product which always was there, is there and will be in trend forever. The versatility of this fabric allows a designer to play with it the way he desires. For the forthcoming SS’19 season, Numero
Uno will be focusing on new washes and interesting detailing outside and inside the jeans. Inspired by the American lifestyle and attitude, fused with Japanese expertise of denim making shall together enable the brand to create this new collection.
Plans regarding new denim product range/denim category expansion
Numero Uno launches new product every season or two. For instance, their super light denim range, which is called Zero Gravity jeans is doing great wonders for the brand. Expansion is a continuous process at Numero Uno and they are growing substantially every year. They work on their sales strategy every quarter and put it into action.
Plans for exploring new markets
The brand plans to expand in East and Central India through franchisees, EBOs model and SIS.
Numero Uno has always been very concerned about the eco system and thus has a state-of-the-art manufacturing facility with ETP with almost zero wastage and zero polluted water. Their biggest technological revolution is their ‘One Glass Water Jeans’ which save and conserve water for the betterment of the society and the eco-system.