Denim Story: Pepe Jeans brings back the 70s look

London’s popular jeans brand Pepe Jeans has launched its latest collection. This season is all about a relaxed and comfortable feel. The collection incorporates latest trends such as flares and straight wide legs – the 1970s retro/preppy look. In S/S16, Pepe Jeans introduced Power Flex denims, which consisted of a unique fabric with a dual-core technology – Lycra and polyester yarns are spun together to create a higher elastic fabrication with a minimum 60 percent stretch. “It is unique and unlike anything seen before. In terms of colours, whites and pale blues are definitely in trend. While traditional boyfriend jeans still have a place, slightly fitted, ankle-peg version is in vogue. Then there are ‘Raw Hem Jeans’ which are undone, seamless detail of a raw hem. The casual and cool subtle rips make this a style that can be worn with so much ease. Then there are the distressed jeans, fringed-hem jeans and fully decorated, embellished jeans,” says Neha Shah, Senior Marketing Manager.

Disposable incomes, globalisation boost denim

The denim wear market is driven by increasing disposable incomes, westernisation of work culture and rise in popularity of denim jeans as business casual wear. With increasing globalisation, young India prefers denim as a part of their essential daily wear. As is true of the great Indian consumer story, the middle class is driving this growth. The mid-value segment of denim wear, characterised by quality, value-for-money and increasing styling quotient is their preferred option. The domestic per capita denim consumption is 0.3 pairs, which is much lower than that of China (two pairs) and the US (eight pairs). Indian consumers are more price sensitive than brand conscious.

Women are going for denim in a big way

Women denim wear market is a very potential market. Today, 20-25 per cent people are wearing denims. In cities 70-80 per cent people prefer to wear denim. There is competition in the market as womenswear segment has various categories like jegging, leggings, ethnic, formal and western wear. Denim is so preferred because of its lifelong use and long-lasting quality. The women denim market is still in its nascent stage of growth whereas the mens’ denim market is booming. In the future the denim market for women will have a good growth as the new generation today is totally dependent on jeans. The market has gone through vast changes, previously the collection used to be vibrant and had hand work but today the fashion has changed. It is more subtle and can be worn in offices too.

Shah says, “Denim has most definitely found a place in the urban woman’s wardrobe. There is a fashion evolution that is taking place. There is ample opportunity for the category to grow. And it’s purely a matter of time.” Pepe Jeans was established in 1973 in Portobello Road area of London.