Blackerrys Sharp Nights: Style and glamour on the ramp

Blackberrys, the menswear brand brought together fashion and cinema, on one stage. Launching the Fall/Winter 2013 collection at Blackberrys Sharp Nights – Progressive, at an exclusive, closed door fashion extravaganza in Mumbai.

Themed ‘Progressive’, the concept celebrated the best of New Age cinema. The stars of the event were critically acclaimed Abhay Deol, charming Siddharth Malhotra and stellar performer Aditya Roy Kapoor who walked the ramp looking dapper in Blackberrys apparel. Mixing live beats for the crowd was B.L.O.T who jammed with rock chic Shruti Hassan.

Boosting up style quotient with 'Sharp Nites'

“Blackberrys Sharp Nights have been running successfully in its 4th edition and we have been able to make a good connect with our customers. This is an event where we celebrate those who have challenged the boundaries of their chosen spears. Go Sharp stands to getting into action and pushing the boundaries and this is the kind of characteristics we would want to associate our brand with and we look up to,” says Nitin Mohan, MD, Blackberrys.

Mohan says colour is becoming extremely important in menswear but what is equally important to add that it has to be the right hue of colour. People are now getting more health conscious and so slim is now getting fitted and slimmer. “On the jacket side you will see the corners getting rounded and more wearable, jackets too are slim. The whole collection has a lot of design elements and many reasons for the customers to open up their wallet,” says Mohan.

Complementing the brand’s tag line ‘Go Sharp’ the brand has used fabrics that are closer to skin and free flowing. “Fabrics are like second skin and our brand mantra which is ‘Go Sharp’ and go is all about action and energy so the fabrics that we use must allow free movement so we have done Alfa stretch which is around 3 to 5 percent stretch as it enhances the fluidity of the fabric. The finishes are soft surface like silk, they are slightly dented and you will see cotton and wool in its original form. That’s when you really enjoy the drape of the fabrics and we have used some genuine fabrics,” adds Mohan.

Retailing the brand in India and beyond

Currently the brand is retailed through 190 EBOs and over 1,000 MBOs across India. It is also present in Shoppers Stop and Lifestyle stores. The brand also plans to expand to international markets the most recent being a new shop-in-shop store in Katmandu. “We are working on plans to launch our own stores in international markets like the Middle East, and South East Asia. We need to position ourselves in the right locations. Even European markets have shown a lot of interest in Indian brands and we all looking forward to have presence in these markets too,” says Mohan.

Further talking about product extensions Mohan opines, “Going forward there are certain products that lend themselves to our collection and a natural extension would be men’s accessories. So we will look at launching socks and footwear, ties, pocket squares, wallets and belts. Accessories would be one side where we would be concentrating.”