Genesis Luxury brings G-Star RAW denims to India

Genesis Luxury has inked a distribution and marketing deal with Dutch clothing brand

G-Star RAW, popular for its denim-wear, for the Indian market. The brand is known for making raw or unwashed and untreated denim positioned as 'luxury denim for the streets'.

Genesis aims to open 30 points of sale for G-Star in the next five years. A pair of denim will be priced anywhere between Rs 6,000 and Rs 14,000. Founded in Amsterdam in 1989, G-Star is retailed through more than 6,500 points of sale across the world. Its models include Hollywood actress Liv Tyler, world chess champion Magnus Carlsen and singer Pharrell Williams, who recently collaborated with the brand for award-winning 'RAW For the Oceans' fashion collection made from recycled plastic found in the ocean.

A Technopak study had said, denim apparel market in the country is expected to grow 14 percent a year to reach Rs 21,250 crores by 2018, up from Rs 10,980 crores in 2013. It expects the core consuming age group of 15 to 39 years to widen to 566 million from the present 499 million over the next decade.

Along with its parent company Genesis Colors that has been successfully retailing Satya Paul, Tie Rack and Bwitch. The company launched two new brands in July last year - Michael Kors at DLF Emporio, New Delhi and Villeroy & Boch at the Palladium, Mumbai.