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Chennai-based apparel retailer Indian Terrain Fashions plans to launch a ‘Made in America' jeans brand soon.
The denim will be sourced from an American mill and the jeans will be manufactured in Guatemala by Denimatrix, an American denim specialist, which also makes for Abercrombie & Fitch, considered the gurus of jeans, said Mr Venky Rajgopal, Managing Director, Indian Terrain Fashions Ltd.
“We are using the same raw material that Abercrombie is using. We will be able to track every pair of jeans down to the same cotton fields in Texas,” said Mr Rajgopal.
The denim brand, priced in the mid-premium segment, will be launched in September. All denim brands sold in the country, including those of global brands, source fabric locally and are also made in India.
At present, denim forms a very small part of Indian Terrain's business, which is primarily into sporty casual wear. US Polo, from Arvind, operates in the same category.
The total size of the denim market in India is around Rs 2,000 crore. The potential for denims in India is huge, though lot of the market is unorganised, said Mr Rajgopal. “We believe we have the distribution strength. But it will be a journey to understand jeans and denims. The denim business is not just about quality, it's about offering a lifestyle.”
“Denim has the potential to account for 30-35 per cent of our business in three years,” he added.
At present, Indian Terrain is present across 79 EBOs and 400 multi-brand outlets. It sources its products from its parent company, Celebrity Fashions,
Indian Terrain Fashions was recently hived off by its parent company, Celebrity Fashions, to give the brand independence and chart its own growth path.
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