Hard Currency focuses on vintage denim collection

Established in 1995, Hard Currency is a men only denim wear brand. At the recent CMAI’s National Garment Fair in Mumbai, the company introduced a collection of 10 percent vintage and distressed (torn) denims range. Elaborating on the USP of this collection, Unita Chandan, Fashion Creative

Director, Hard Currency, said, “We want to popularize our vintage and distressed collection at the show. We want to see people’s reaction as we mostly cater to the south Indian Tier II, III cities, where they like to play safe. We want to push our distressed denims in western Indian market”.

Product range debuts at the fair

Hard Currency participated in the show for the first time to establish the brand recognition. “Though we are an Indian brand, we look different and international and that’s

the brand perception we wanted to build during the show. Hard Currency has the image and personality of an international brand and we want it to be recognized that way,” avers Chandan.

The brand had experimented with casual shirts and trousers in the past but discontinued it. Hard Currency believes in classic fashion for the 16 to 60 year olds. The brand has two product categories: core and fashion. Core products usually do well for the older age group and are priced in the range Rs 899 to Rs 1,199. Fashion products fall in the price range Rs 1,500 to Rs 2,000.

In the core product category, Hard Currency has introduced its new ‘905’ series of stretch silky denims. This collection is around two to three months old. The fashion category has a waist size of 28 to 38 inches while the core category size goes up to 44 inches. The fashion products are given mild classic and vintage washes as bright washes are more in fashion and also acceptable in this range.

Festive/Winter offerings

Since the brand aims to establish its image on par with international denim brands along with testing the ground for international competency, the collection for the forthcoming Autumn/Winter and festive season has a subtle look. Chandan informs that the company is also trying to launch this look with its Spring/Summer 2015 collection. The brand would be providing more vintage and distressed look to the products. Hard Currency is available in Andhra Pradesh, Kerala, Karnataka, Gujarat, Bihar, Jharkhand, Madhya Pradesh and Uttar Pradesh. Now it wants to spread its wings to other regions in north India and as well as Mumbai and other untapped places.

The company started on a very small scale with limited manpower and production capacity, has grown into a company that is equipped with modern machinery. Hard Currency has become both an established modern classic for its sophisticated fits as well as a leading trendsetter for its newest fashion forward washes and custom-made designs, paying attention to quality control.