Energie the global men’s wear brand from the heartland of Italy will introduce a denim collection inspired from New York for the forthcoming fall/winter. The collection ranges from skinnier to more comfy fitting jeans enriched by several washes
and original details which showcase the brand’s identity. The neatness of the ergonomic shapes and minimalist details predominate the slim and regular-slim offers. They offer a more relaxed look with a clear and determined styles underlined by three-dimensional inserts and geometrical applications. There’s also a vintage, redesigned Energie logo for re-editions of the classic leather labels in pure US 50’s style. So the fall/winter ’11 collection interprets New York -- the city which has always stood as the universal symbol of a metropolis. Energie has its roots in art of the 1980s. It’s an innovative brand creating directional and original trendsetting fashion. Its focus is the 16-30 affluent male, who is aware of international fashion and wants to look like a rock star.
On offer are denims, shirts, T-shirts, sweaters, jackets, sweatshirts, shoes and other fashion accessories. The best part is that prices in India have been kept approximately 30 to 35 per cent lower than international prices for a similar product. For example, denims are available from Rs 3,499 onwards. As Alok Dubey, Business Head, Arvind Lifestyles Brands, says, “We are in line with the global fashion cycle. The fashion that’s available in the stores of Italy is available real-time at stores in India. We are focused on the selection of quality materials, advanced treatments and production techniques, and our unique identity is created through the mixing and matching of distinctive styles, fabrics, cuts, and designs.”
The color palette contains American vintage taste inspired by the shades of New York autumn days, from the mustards and reds of Central Park trees to the intense light blues of Manhattan skies. The technical fabrics of the outerwear take on a working class look; warm cashmere patterns appear on the knitwear. Great attention is given to the graphics of the T-shirts which play between past and future, going from blurred comic superheroes like Flash Gordon and Wonder Woman to X-ray ironic visions of the world. Besides apparels the brand also retails selective footwear and accessories. “We are already retailing a limited yet focused line of footwear, and fashion accessories. Our aim is to test and build the apparel business to a formidable base first and the other categories will complement the look,” says Dubey.
The brand is currently working on top 10 cities, largely focusing on metros and shop in shops to build consumer awareness and generate product trials. It’s present in Delhi-NCR, Mumbai, Chennai, Bangalore, Hyderabad, Chandigarh, Ahmedabad and Pune. Energie is also being tested in markets like Ludhiana, Jalandhar, Amritsar, Jaipur etc. “We are also planning for flagship stores in future,” sums up Dubey.
