Denim Demand: Sin Jeans plans to launch 20-25 EBOs in six months

The three-year-old Sin Jeans, known primarily for its denim, has been growing at 80-100 per cent year-on-year. And it would like to continue to do so. With the festive season round the corner, it is hopeful of achieving its target. Also, it hopes to make its presence felt in the northern region, specifically New Delhi and is working towards it aggressively. In addition, in the next six months, it wants to be in the market with 20-25 EBOs.

Clothing Culture’s Sin Jeans denim wear is targeted at 18-23 age group and comes out with 100 options in a particular season comprising 20-25 percent high fashion and 75 percent subtle fashion. The brand is affordably priced, starting from Rs 1,899 to Rs 2,399. In the latest collection, it introduced indigo jacquard denim shirts. The latest trend in jeans is skinny fit. Interestingly, denim wear has great demand from all parts of India, including Tier II and III cities.

Experiment, innovate and win hearts

Sin Jeans believes in the mantra that to survive in this highly competitive industry, innovation is a must. Every season, it comes up with one or two new innovation as far as product is concerned. This winter season, there are two new innovations in denim. In the ‘Rebel Collection’, fabrics are treated in wax that helps it to maintain a constant body temperature in all seasons. Then in the other one, ‘Stubborn Black’ collection, Sin Jeans has given a special treatment to the denim to maintain the colour up to 20 washes. Black denims also normally catch dust, so an anti-dusting property has been added in the denim which will ensure that the dust doesn’t settle down there. These are the two main collection.

Denim wear grows big and beautiful

In India, denim has a dual role. It serves as a fashion trend as well as helps to break social barriers as people from different economic strata of society are wearing it. Denim is a a growing market. In 2015, India’s denim production rose to 1.2 billion metres. The country’s denim capacity is far higher than the current production; 300 million metres more can be produced each year. Denim makes up 35 percent of total textile exports from India and is expected to rise to 45 percent by 2020. The production capacity is expected to rise to 1.5 billion metres by 2020.

Sin Jeans has more than 1,000 MBOs across India and 160 LFS. In the next six months, the company plans to get into EBOs. Says Harish Naik, National Sales Manager, Clothing Culture, “Initially, we had a lot of challenges in setting up and bringing it to production but now we are completely lined up, in the next six months, we want to come with our EBO in selected cities.”