Urbana hopes to grow by 40 per cent this fiscal

Menswear premium brand Urbana is very optimistic about growing by 40 per cent in the present fiscal. Currently at Rs 50 crores, they want to quadruple turnovers in the next three years and expand to Tier II and III towns. The brand is present in 40 EBOs, 20 MBOs and two LFS.

Shirts maketh a man

Urbana offers a super premium limited edition collection where only 40 shirts are made in a particular fabric, and each shirt has its own unique number. These shirts are made from Italian fabrics and adorned with mother of pearl buttons. The main collection of shirting and suiting on offer from Urbana are: Essentials, Techno-formals, Linens, Hall of Whites, Cocktail Blacks, Celestials, Icon & Eternal Classics which are offered in two distinct fits - Classic fit and Tailored fit. The colour forecast for Spring/Summer ’16 is white/off-white, grey, beige, light pinks, purples, yellow, orange, blues, greens and browns. Apart from this, there are options in mini and micro geometric prints, micro-checks and fine-stripes. Urbana also uses lots of structured fabrics in different weaves and textures.

Innovation and comfort make it special

What sets Urbana apparel apart from others is the care that goes into making it. Every Urbana shirt comes with an unmatched innovation. The Durawhite and Active Black shirts refuse to fade or look dull. The Easy to Iron helps in easy maintenance. And then, there are antispill shirts, anti-odour shirts, enviro shirts that keep all stains away. The seams of the Taped Shirt are fused with a special tape. This prevents shrinkage at the seams, thus keeping the shirt impeccably pucker-free, wash after wash. The trine placket ensures the buttons are in a straight line. The collars don’t sag, thanks to the removable collar bone. The mother-of-pearl buttons never chip. The tie-gripper ensures that the tie sits in place under the collar. The trouser pocket bags are treated with N9 finish, a natural product containing silver ions which fight the microbes and retain freshness all day long. Wrinkle-resist cotton trousers are 100 per cent cotton trousers which are treated with a special resin at the garment level which keeps the morphological structure of the fabric intact and therefore, resists wrinkles. These trousers also enjoy good crease retention, thus lending them a neat and formal look.

Urbana was launched in 2005. The journey over last one decade has been very exciting and fulfilling. Urbana started with techno formal shirts like anti stain shirt, durawhite shirt, zero crush shirts and over a period of time added hugely successful trousers and suits categories. As Tejpal Singh, Brand Manager, Urbana says, “It immediately captured the imagination of young professionals who like to settle for nothing less. Each Urbana product is created with a fine blend of innovation and craftsmanship.”