Rick Rogue aims to be Rs 20 cr brand by March 2014

Expecting a turnover of Rs 12 crores this year and targeting about Rs 20 crores next fiscal, Rick Rogue the brand Mischief Clothing is positive about the season. “This summer, we are done with most of our bookings everywhere. We grew by

about 30 percent this time compared to winter and compared to last winter we have grown by 80 percent,” opines Manish Jain, Director, Mischief Clothing.

Elaborating on the forthcoming collections for summer ’13, Jain says, “Our denims have subtle detailing. Heavy washes have become mild. There are fabrics other than blues. Greys, blacks, silky stretches are doing well. Also popular this season is denim with a cotton look. The fabric is denim but the styling is that of cotton. Bone pocket denim with a cross pocket in front has done well for us this season. The denim fit is a fit looser than pencil. Cotton trousers are lycra with a narrow fit and flat front. We have added shorts for men this summer.”

Seeing the growing demand for sportswear in the country, the company launched its fashion brand Rick Rogue in 2007. The brand is known for its styling of denims with embellishments and a variety of washes. Starting with cargos, the brand entered denims in 2007. “Rick Rouge conjures up an image of a biker on a Harley Davidson. That’s why we chose that name. We make denims for men. Nearly 1,80,000 denim garments are made every year. Six months back, we started with shirts. In future, we want to pick increase our shirts segment,” explains Jain. The brand aims to create high-fashion denims catering to the demands of the market. “We are a mid segment brand in the denim space. The USP is that we are giving up to date fashion at affordable prices.”

The brand is present with 680 MBOs across India in states like Kerala, Andhra Pradesh, Maharashtra, Chhatisgarh, Orissa, Jharkhand, West Bengal, Bihar, Delhi, Rajasthan, Assam, MP, Punjab and Karnataka. And from this season, it is entering UP, Gujarat and Tamil Nadu.