Mojave: Optimistic about business in season ahead
By FashionUnited
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What’s more this time Ramzan and Diwali are far apart, which is a good sign. Moreover people haven’t been buying much in the past two years. “So this time they may go all out. Our brand has been doing well both in Tier I and II cities. For Tier II consumers, the product matters more than the brand,” asserts Goyal.
Talking about the new additions in Mojave collections for the season ahead, Goyal said that people have begun preferring subtle look. “This time we are giving garments a vintage look apart from 3D effects and tints. We have done away with last season’s extravagant wash and have toned down a bit. We are trying to keep it as subtle as possible. Now people are looking for a more subtle and mature garment,” he adds.
Mojave is known for its fit and wash and it doesn’t believe in using stretch fabric since it imposes a limitation on the kind of wash one wants to do. “You can’t do all kinds of washes on a stretch fabric. One needs rigid or non-stretch fabric to do the kind of wash one want to do on denim. So if you want a certain look you have to use rigid fabric and also provide the right fit. This is where we have established expertise. Though stretch fabric gives the impression of a good fit, even international brands don’t use a lot of it,” Goyal elaborates.
Mojave