Hard Currency launches ‘10 Pound’ denims for men

Hard Currency has launched a denim brand for men called ‘10 Pound’. The company has chalked out plans to establish the new brand across India. 10 Pound is also targeting 25 percent growth this festive

season.

New denim brand for domestic

market

“We have launched a new brand of denims for men called ‘10 Pound’. It is a subsidiary of Hard Currency and is available at economic prices. We plan to promote the newly launched label as an economic brand across India,” shares Paresh Chandan, Proprietor, Aru Enterprises makers of both the brands.

The brand’s collection for the upcoming festive season has full of bright coloured threads, different embroideries and prints and vintage washes. The entire collection is made with Lycra fabrics, out of which 60 percent is fine finish denims.

“Trends haven’t changed quit a lot since last season. Cross pocket and cut pocket in denims are still in style. Two faced denims are still in demand, however, coloured denims are phasing out. Experiments with fabrics such as water-proof denims are being tested by some international brands. But fine finish Lycra fabrics seem to be the hero of the season,” Chandan says. The company’s product portfolio comprises of denim and non-denim trousers exclusively for men.

Retailing across India

The company has recently introduced its product range in North India and expects to get a good response during the festive season. Its products are available with over 450 MBOs across India.

Launched in 1995, Hard Currency, started communicating to its target audience by sponsoring a lot of college events, which made it very popular. “Our presence in MBOs has increased by 50 percent. We have a large presence in South India in states like Kerala, Karnataka and Andhra Pradesh. We have also ventured into the East and the West, Assam, Orissa, West Bengal, Bihar, Jharkhand, Maharashtra and Gujarat,” explains Chandan.

Since consumer preference in the South is completely different, the brand is gradually adopting and settling to regional tastes. The products were launched in the listed states last Diwali, so they are expecting to do good business in these markets this festive season.