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Hard Currency unveils new designs for summer & winter

By Sujata Sachdeva


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Established in 1995, Hard Currency the denim wear brand only for men is introducing new washes in its denim range for coming winter. Also on the agenda is expanding pan India presence, while perking up online reach. According to Udita Chandan, Creative Director, Hard Currency, the company expects forthcoming winter to bring in positive growth to the apparel industry as a whole.

Started on a small scale with limited manpower and production capacity Hard Currency has grown with time. It is known for its sophisticated fits and trendsetting fashion forward washes and custom-made designs.

Fresh fashion range for new seasons

For summer, Hard Currency has altered its fashion range. “We have a lot more detailing on the garment. The product looks brighter and more vibrant. We have used acid washes this season. In the premium range, we have used special and imported fabrics. The focus is on hand feel. The styling is different. The washes look international. We have distressed denim, where we have focused a lot on shades of blue and dark grey. We have a few overdyed styles in shades of khaki, rust and mud. This season, we have focused on flat finish garments with a rich hand feel,” says Udita elaborating on the summer line.

The winter palette remains more or less the same. The line is less overdyed since brighter colours are not in for winter. The brand will introduce premium denims with heavy washes along with a collection of distressed denim. “The focus is on the fabric. We will have blue and darker colours. This winter, there is a demand for deep blue shade with subtle wash. They are looking for brighter washes but the base is deep blue. Customers don’t respond well to lightweight denim. They want jeans that will last for two or three years,” adds Udita

Hard Currency offers denim for men under core and fashion product categories. The core range caters to the older population. Premium is targeted more towards the fashion conscious. “We have used fancy designs, contrasts, heavy washes, detailing. We have ripped jeans. Denim has become more of a fashion statement than a basic necessity. Denim has become the most important component of the wardrobe. Fits are important and people are open to experimenting. So demand for denim is high,” asserts Udita

The brand is available at 450 MBOs and is eyeing for a pan India presence. “We are online too. We have a website and also on Jabong, Snapdeal, Myntra, Amazon and Flipkart. Right now, Myntra is the best contributor for us in terms of sales. Online helps customers who are looking for a product with a good price. And we want Hard Currency to be discovered by such customers. We want online to give us 50 per cent of the business,” Udita avers.

Since there are a lot of fairs lined up for the season, Udita is looking at doing brisk business then. “We are looking to appoint many distributors. I am looking for brisk sales and am looking ahead for a great Autumn/Winter in terms of business. Right now the market is dull. Even the festive season or the peak booking season did not match expectations. It has to do with the recession. Spending power is declining. It is motivating us to look at ways of selling the product. Going online was one of the ways,” he explains.

In future, the brand expects to do good sales online, while expanding its reach in many more states starting with Maharashtra. To serve the purpose, the company has set up an office in Mumbai and Bangalore.

Hard Currency