The casual wear brand, Crosscreek, offering shirts and trousers is aiming to position itself in the men’s wear segment. To begin with, it is entering the jeanswear category this season. Mitesh Jagawat, Director, Rishabh Apparels, makers of the brand
Crosscreek says, “We will come out with jeans by September 2011. Crosscreek is also in its way to introducing men’s shorts and capris in 100 per cent cotton and denim fabrics by winter 2011.” There will be a lot of new styles and patterns. Denim shirts will be available with different washes. Denim fabrics will be used as trims with other 100 per cent cotton fabrics such as checks, stripes and plains to give a completely new look. “You can see a lot of theme-based striped shirts the following season. We are also introducing a solid plain concept in the vegetable color theme,” adds Jagawat. The brand also has a sub-brand named Copperline which is a completely formal category.
According to Jagawat the color forecast for 2011 is: shades of pink, regatta blue, lavender, russet, parrot green. Crosscreek is available in slim fits and this season the brand will be introducing an ultra slim fits targeted at the urban youth. “We are a sportswear casual brand. Our tag line is ‘Sentiments made colorful’. We make one’s world colorful. So we prefer colorful shirts that bring happiness to the user and bring on a cheerful mood,” says Jagawat. Casual shirts range from Rs 795 to Rs 1,495. Trousers are available from Rs 795 to Rs 1,195. Copperline is from Rs 399 to Rs 699.
Retail wise, Crosscreek has a strong presence in the southern states and is mainly focused on the region. “We have one EBO, one factory outlet and are in more than 250 MBOs in four states. We are going to have tie-ups with big corporate retail stores and will be available with them in the season ahead,” says Jagawat. With the online store coming up by mid-August, all Crosscreek products will be available online and delivered all over the world. With a turnover of around Rs 6 crores, the brand is expecting a growth of 40 per cent a year for the next two years without expanding geographical boundaries. Focused on menswear for now, women’s wear is one
untapped area that Jagawat wants to keep for later.
