Enryca, a mid premium youth casual wear brand, which prides on its Swiss connection will bring together all the elements of fashion this autumn/winter. “Our collection will be more on the worked upon look. It will be back to the soiled greased look.
The garage/industrial look is back. The economy has picked up. The recession is behind us and this has to be reflected in our clothing. Thus Enryca brings back all these elements together,” says Sanjay Ray, General Manager Sales and Marketing. Brand Enryca is made by Chemi Clothing Culture a part of the Black Tulip Group. This autumn/winter the brand’s denims would have the greased, mud and tinted look. The tees will be washed, frayed with lot of front detailing. Shirts would be in deep colors. “Checks will be in vogue this season and stripes would be minimal. So if one is confused we would recommend them to go for either solids or checks,” quips Ray.
The brand also has plans to come up with ladies denims, accessories and khakis by spring/summer 2011. The styling of women’s denims will remain the same but would differ in terms of embellishment and fabric. “Women’s denims need to be curvier. They have different hip and leg sizes. With guys it’s more straight and simple. The inseam length varies. Some girls are comfortable with a low rise, where out-seam won’t be very high. Some of them prefer a mid or a high rise, to look taller. Thus, the styling differs mostly in terms of fits and the fabric finish. Fabric has to be of a much lower weight, 11.5 to 12 ounces. We’ll have the basic fir and skinny fit. Initially, these will be available in basic colors,” explains Ray. As far as accessories are concerned these would be for men and would include belts, backpacks, caps, etc.
The brand has 134 points of sales across India. They are present in 70 to 80 MBOs and in about 20 large formats like Central, Ritu Wears. “Within six months of our operations, we reached more than 100 points of sales, which is a phenomenal achievement for a brand without much promotion. We have distributors across the four southern states because earlier we were mainly south-based. But now we have started distribution in Maharashtra and Goa. We have also appointed distributors for states like UP, Uttarakhand and Bihar,” avers Ray. Currently, the brand has three EBOs in Cochin, Madurai and Bilaspur. They plan to add another seven stores in this calendar year and tap new markets like Rajashtan, Gujarat, Punjab and Haryana.
