Fashion oriented denim brand Poison Jeans, which so far focused on mass to mid segment is all set to launch a range in the higher price range, this season. “We are also launching a collection of casual and semi-formal shirts. We will probably launch it this season or by next summer,” explains Yash Badera, Proprietor, Poison.
The brand was launched in 1980 exclusively for men. Poison’s range is 80 percent fashion and 20 percent basic because of the demand for fashion denims.
While, with its basic range the brand caters to middle aged consumers, fashion denim is targeted towards the younger crowd. “The target audience of fashion range can extend up to 30s years and include anyone who likes fashion,” informs Badera, adding, “With my fashion product I give a matching fashionable belt. There are accessories on the belt to add value to the overall look of my fashion denim.”
Using both Indian and imported fabrics for its denim line, the brand is in the process of unveiling a coloured denim range. Badera feels that people are now tired of blue. So, Poison will experiment with vintage shades in different cuts and styles.
The company has a capacity of producing 25,000 pieces a month and is looking at 20 percent growth this season. “The Indian denim industry has evolved over the years. About two years back, cotton trousers were the trend but now denims are back. I think, denims will never die out. I see no replacement for it,” Badera asserts.