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Yellow Jeans to unveil new products, spread retail

By Sujata Sachdeva


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Yellow Jeans, the denim brand for men between 18 to 40 years from Yellow Clothing Company will unveil casual shirts next. Meanwhile, the brand is ready with its Spring/Summer 2015 collection.

Elaborating on the new collection, Anand Jain, Partner, Yellow Clothing Company, says, “We will have solids, checks, indigos, prints and denim shirts. Since our denims are made of 100 percent cotton and Lycra, the same method is applied to denim shirts. For casual shirts we will have cotton and linen. By Autumn/Winter 2015, we will have a full-fledged range of T-shirts and will introduce digital prints.

Spreading retail presence

The one-a half-year old brand has its own production set-up at Bhiwandi with a capacity to make 15,000 pieces a month. It also outsources from two units. This season, the company has reached out to 15 states with its collection. “Two years later, we will have a pan India presence. We are in 350 MBOs and have a distribution channel. Each state has a distributor. In every state, we have two or three MBOs mostly in Tier I cities. We are now planning to enter Andhra Pradesh, West Bengal and Tamil Nadu,” informs Jain.

By Spring/Summer 2015, it plans to carry out its retail expansion. By March 2016, the aim is to be in 1,000 MBOs. In every state, the company is targeting at least 30 to 40 good retailers. “Probably two years later, we will have EBOs. Once we have the complete men’s category we open EBOs. When we are strong on MBOs, we can look at large formats. In the ecommerce space, we are exclusively available on Myntra,” he adds.

Yellow Jeans has seen good business in Tier II, III cities, where it doesn’t have much competition. Citing the reasons behind low performance in metros, Jain states, “There are too many players, rentals and overheads are so high and they demand huge margins, which is difficult to meet. Fashion has come to Tier II and III and earnings are higher here. Now business is no longer concentrated in metros.”

Complete wardrobe for men

Talking about their denim styles, Jain says, “Earlier denim was blue and black. Now there are multiple shades in indigo and there are multiple washes. Once there are shades people have more options. Earlier they had five to six denims only in blue tones but now they have shade variations.”

According to him, corporates and small time entrepreneurs wear denim to workplaces. “Denim has become a fashion product. Multiple developments have taken place in the fabric and the garment. Denims can be worn as formals, as casuals, as wedding wear. Earlier denim was non stretch. It was 100 percent stiff cotton. But now stretch has come in. It has become comfy. And denim is low maintenance. You needn’t wash often. The more it’s crumpled, the better it looks. Denim mills in India have increased production four or five fold compared to four or five years back,” avers Jain.

Yellow Jeans came into existence after Jain and his younger brother Kapil, who has worked as head designer for Forever 21 as well as names like Globus, Rocky S and Remanika, decided to create their own denim brand for men. “My brand name has instant recall. Yellow gives a positive aura. It motivates. It’s a strong feeling. The tag line is ‘It’s True Love’... whoever wears Yellow Jeans will fall in love,” sums up Jain.

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