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.
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