Daniel Hechter unveils its smart and trendy shirts for the new season

French brand Daniel Hechter, which has been retailing in India since 2008, is witnessing aggressive growth. As fresh merchandise has started to hit the stores it is expected to increase sales. The brand which was brought to India through an agreement with Indus League, from the Future Group, will be focusing growth at Central stores in 2016-17. In the process, they are looking at doubling sales in 2016-17.

Smart and trendy shirts are a rage

Most men prefer to go for trendy shirts as opposed to staid and boring classic styles. As a result, many shirt makers are now offering a wide range of smart and trendy shirts for the uber cool man. Daniel Hechter too, has launched a collection of shirts where one of the themes is ‘City Shirts’. Here, a wide range of smart and trendy formals are available in hues of blue, white and other pastel colours. The other theme are: Blue Port Indigo and Summer Preppy. The key look here is indigo printed shirts which are paired with bright and dark hues of blues and denim bottoms. This theme promotes the smart formal look with a casual touch.

Weekend means fun and relaxation

For the urban professional young men and women, weekend is the time to relax and have some fun. Keeping this in mind, apparel makers are designing clothes which are typically worn on weekends. Obviously, it suggests there is a huge market for this genre of clothing. Daniel Hechter’s latest collection has a section devoted to weekend dressing. Called ‘Spring Break’, it consists of washed shirts in linen/Oxford and poplin fabrics.

Navita Bhatia, Brand Manager, Daniel Hechter points out the prices are reasonable. She says, “The brand offers premium product made of mill made fabrics in superior yarn counts. The pricing structure is in line with the product being offered by the brand.” Presently, the brand is retailed through 16 Central stores, 6 MBOs and one flagship store in Hi-lite Mall, Calicut.

Daniel Hechter is a French prêt-a-poter brand started in the year 1962 by French designer Daniel Hechter. He is known as the father of ready-to-wear apparels as till then creative fashion was reserved to a small group of elites who could afford haute couture. In 1962, he launched his first collection under the brand Daniel Hechter. His aim was to make creative fashion affordable and wearable. He is credited with bringing fashion out onto the streets of Paris. In India, Future Lifestyle Fashion (FLFL), a part of Future Group, has the license to make and sell the brand in India since 2008.