Arvind Lifestyle Brands has launched the Italian jeanswear brand Energie. The first few shops
were opened in Bangalore, Delhi, Mumbai and Hyderabad. The brand is targeted at the affluent young male. The license partnership entails domestic production to cater to Indian fits, and distribution and rollout of stores and shop-in-shops in India.
Energie is premium denim wear label positioned a few notches over Levi’s, while operating at a lower price point than Diesel. The brand is part of the Sixty Group’s portfolio which also includes fashion denim wear brand for women Miss Sixty, Killah, Refrigiwear, Murphy & Nye, Richlu and Baracuta.
Arvind believes this brand will work with the young consumer who is now open to experimenting on fashion. Arvind has three of its own denim brands — Flying Machine, New Port and Ruf & Tuff. It also has a joint venture with US firm VF Corporation that retails Wrangler and Lee that compete with Levi’s. Arvind Brands had earlier been pursuing Diesel for a JV but that fell through and Diesel entered the market in a JV with Reliance Brands.