Sin woos the restless young generation with smart denim options

Sin is a creation for gen-next, specially designed for the youth, to brighten up their lively lifestyle. As Vijaylaxmi Poddar, Managing Director, Clothing Culture, points out they wanted to launch a denim lifestyle brand that embodies the creative spirit of youth’s culture. “Today’s gen-next are a different tribe, they globetrot in style, are fast evolving and flaunt an uber cool attitude. This gave us a direction to be an unique brand,” she explains. In association with Italy’s boutique fashion house, ‘Studio Moda Creativa’ in Milan, Sin designs and offers latest fashion and collections in sync with the global trends.

Smart collection for the youth

Sin’s collection includes denims, chinos, cotton pants, shirts and T- shirts in variety of colours, washes and fits. The brand has bagged the ‘New Brand’ launch award in 2013 and ‘Best Emerging Brand Award’ by Reliance Trends 2015 at India Fashion Forum.

Innovations in fashion and developing a strong core line are the main focus of the brand. The new launches include Sin Best black denims & Forever – On antimicrobial denims. Elaborating on the line, Poddar says, “Today’s youth are different with high aspirations, they lead a multi-faceted lifestyle. Outdoor activities and adventurous excursions are a big interest to them. Clubbing these with their busy study/work schedules are labeling them as backpackers. Taking these insights and targeting to a use more-wash less culture driven youth, Sin has designed ‘Forever – On’ denims that pep up his active lifestyle.”

For shirts, fabrics made from premium yarn counts and sourced from the best mills in the country are used. Fabric has variation in weight, handle, weaves and prints. They have stylized silhouettes in terms of collars, pockets and bodice. The line has checkered range of fabrics in bright tones, various blends of cotton and linen and a large collection of solids in different washes.

Strengthening retail presence

SIN has around 500 MBOs with a strong presence in the South and East apart from selling in Dubai and Sri Lanka. “We are developing our presence in the West, North and Central India. The brand will strengthen its presence all over India in the coming year that will help build volumes and revenue. Sin is currently present in 15 Centrals and will reach close to 100 Reliance Trends outlets by this year end. We also plan to make an online foray soon,” explains Poddar. Brand is targeting a turnover of Rs 125 crores this financial year.