Denim Club Newsletter 8 January, 2014

Your Window To The World Of Denim
Latest Denim News & Updates from Across the Globe
Newsletter
8th January 2014
DENIM CLUB INDIA
www.denimclubindia.org
looking at
StrengtheningStrengtheningStrengthening
Its PortfolioIts PortfolioDenimDenimIts PortfolioDenim
Denim trends
for f/w 2014/15:
skinny and boyfriend
Kingpins
the re-denim
project by lee
asian denim brands
compete for brand
recognition
mefiver uses
high tech digital
printing for denim
From The Denim Directory
KASSIM DENIM
Upcoming Events
22nd GGMA
National Garment Fair
Bread and Butter
Featured
muftimuftimufti

DENIM CLUB INDIAJanuary 2014 03
Denim Club : Your Window To The World Of Denim
Indian Retail
‘Mufti’, launched in 1998 under Mr. Kamal
Khushlani’s guidance and leadership, stands for
cutting edge fashion in casual wear. The brand
with a healthy 20 to 25 per cent growth per annum,
feels that the only way to remain profitable is to be
better than the competition.
Rightly so, the company with a turnover of Rs 235
crores is aiming to achieve between Rs 280
crores to Rs 300 crores by this year end. Mufti
plans to reach the target by building the denim
and winter wear line along with exploring new
retail destinations.
Khushlani believes that to strengthen its denim
portfolio they need to step up and get ready for the
next level He opines, “The managerial bandwidth
for companies like us has grown and you have to
beef that up to handle growth. The management
has to be in sync with the brand image. That’s a
challenge but slowly and steadily we are
overcoming it.”
This year, the company has expanded its winter
wear offerings and plans to make a bigger impact
next season. “The main challenge is the price
point, since we are competing with Ludhiana
brands,” states Khushlani.
“Denims are increasing as a growth category for
us. Value wise, denims would be a shade under
50 per cent. The sweet spot for pricing in our
denim is Rs 2,600. Denims are a difficult product
to make and sell. Average price points have
definitely moved up. You have to adapt to the
Indian market. At discount sales, you get a
product that’s outlived its fashion. Mufti has never
opted for more than 40 per cent discount. Our
overall realisation of the MRP is 84 per cent,”
explains Khushlani.
Talking about the growth of casual wear market
and styles in India, Khushlani says that cotton
trousers are growing but jeans are making a
comeback even internationally. “I don’t think
cotton trousers will go very high this year but we
are a cotton focused brand. We are not much into
nylon et al. Now the trend is to have a little bit of
everything,” avers Khushlani.
Khushlanis's journey in the apparel sector began
in 1992 with launch of a men’s shirts label Mr
Mister. Today Mufti retails thought over 200
EBOs, 1,200 MBOs and large formats like
Shoppers Stop, Westside and Central.
Elaborating on their retail expansion plans,
Khushlani says, “We are focusing on all three
formats. But we have a lot more potential in large
formats compared to the others. We are looking
at strengthening our presence in Karnataka,
Tamil Nadu, Kerala and the Northeast.”
lookinglookinglooking at
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Its PortfolioIts PortfolioDenimDenimIts PortfolioDenim
mufti
http://www.mufti.in

the 1 Denim Who’s Who!#
RESOURCE
for all denim
invaluable
Designers | Merchandisers | Developers | Product Planners
Technicians | Converters | Buyers | QC / QA Professionals |
Agents | Finishing Specialists | Traders | Marketeers
Retailers | Agents | Consultants | and more...
the first ever
Comprehensive
DIRECTORY
DENIMBUSINESSES
PROFESSIONALS&
Trims&
Accessories
W
ashing
Apparel
Machinery
Retail
Display&
Packaging
Trends
What might be the denim
trends for f/w 2014/15?
What silhouettes, colors,
cuts and washings are
going to be important?
Sportswear collected
opinion from people
from the industry and
designers. Let's talk
about the denim
silhouette for women!
Kim Le, Head of
Design Deyk: "The
most important denim
trends are skinny cuts
and skinny biker cuts,
grey or black-colored,
vintage and aged
washings, light
destroyed
finishings, subtile
overdyed
laserprints."
Nina Cavkic,
Designer Blue
Fire Co.: "From
skinny to
straight
silhouettes up
to tapered cut, everything
is possible. Slim shapes
are by far the most
important."
Designteam, Cross Jeans:
"Boyfriend fits for woman."
Marco Marchi, Owner Liu Jo:
"The new fits will definitely be
super-slim and high-waisted."
Anne Louise Faurholt, Female
Designer Minimum: "We are
very focused on denim-
leggings with power stretch,
colour blocking and coating
effects."
Designteam, Replay: "For
women we have developed a new
skinny fit with an ergonomic
waist, an '80s inspired high waist
carrot fit and two new boyfriend
fits."
Renate Höfer Tenerowicz, Tigerhill Head of
Design: "Soft power stretch fabrics for the tight
shapes, boyfriend shapes are in comfort denim
to achieve authentic repair stitches."
Source : Sportswearnet.com --- Denim Trends
Skinny and Boyfriend
Denim Trendsfor
F/W 2014/15

Apparel - Sustainable Fashion
Book Your Copy Now
in the Denim Business Directory
Are you And your Business Included?
Add your Company Advertise
visit: www.denimclubindia.org
Jeans have become a wardrobe staple and every
pair of denim has a story. You adopt them and in
return they give you comfort. Don't let the story
end there. Lee brings to you a unique initiative
which allows sustainability and design come
together in today’s fast evolving world. The world
of fashion and design has become synonymous
with recycling.
Understanding the change in times, Lee has
come up 're-denim project' a unique and
innovative initiative inviting denim lovers to
donate their worn out pair of jeans. In exchange
the brand is offering a free denim curio, like ipad
covers, bottle holders or pen stands, made from
recycled denim.
The recycled denim products have been
designed and created byAHundred Hands, a non
profit organization that cares for the environment
and the underprivileged through recycled craft.
One could drop in their Denim’s at stores in
Bangalore, Delhi and Mumbai and help
communities in need across the country.
This drive is another attempt by Lee to reflect its
concern about society and environment. Earlier,
Lee had come up with e-CREATE, a range of
clothing made using lesser amounts of water in
the creation process, products made from organic
cotton and even the development of products
from plastic trash.
Donating these worn out denims would account
towards extending their utility span. Lee hopes to
introduce eco-friendly alternatives in every facet
of our lives, with such initiatives.
http://www.lee.com
BY LEE

International - Innovation in Industry
Denim Business Network
Find Relevant Contacts
& Get Found
Connect Directly with New Customers & Vendors
Generate New Business
Opportunities
Are you a member of
?
Join the Denim Business Network Now !
MEFIVER
digital printing
Most people probably don’t give much thought to
how blue jeans are usually made: usually with
indigo dye, chemicals and water. Three local
women from Cary, Carly Giammona, Veronica
Tibbitts and Alana Vaughn are doin their bit to
change the way people think about and wear
denim, and they’re doing it with their computers
under their start up, MEFIVER.
In 2012, MEFIVER received $ 44,000 grant from
NC IDEA and began with the concept of using
software programs such as Adobe PhotoShop
and Illustrator to make color combinations and
designs that are digitally printed onto denim.
MEFIVER hopes digital printing could breathe
new life into the local textile economy.
Giammona, 33, said she presented the idea at a
fashion conference she attended in Los Angeles
while working for Cotton Incorporated, which is
use high tech
for denim

International - Innovation in Industry
Visit Denim Club India at www.denimclubindia.org and fill-in the online form to Join Denim Business Network.
The Individual Membership of Denim
Business Network comes to you at a
nominal payment of one time
registration fee of INR 5000 which
includes the first year subscription
charge amounting to INR 2500.
Individual Membership
The Denim Business Corporate
membership fee is INR 20,000/- for a
group of five individuals, inclusive of
subscription charges for one year.
This facility provides multi access
license up to 5 users.
Corporate Membership
based in Cary. “I come out and say, ‘We’re not
garment washing, we’re not doing any of this,’ ”
Giammona recalled. “It floored people.”
The technology used to digitally print
onto fabric works much like an ink-
jet printer, said Jen Helke, chief
financial officer for Cheran Digital
Imaging & Consulting. The
company in Gaffney, S.C.,
prints products for
MEFIVER and other
firms. Digital printing in
the fashion world is still
f a i r l y n e w. S o m e
companies – mostly
h i g h - e n d c o u t u r e
brands – have been
dabbling in the idea for
20 years or so, Giammona
Said.
The machine sprays
reactive dyes onto the
denim in exactly the
places designed on
c o m p u t e r s . “ T h e
computer knows where
every pixel is and knows
what color every pixel is
supposed to be,” Helke
said. She said the
p r o c e s s i s m o r e
e n v i r o n m e n t a l l y
friendly than other
methods. “There’s a
lot less waste, and
t h e r e ’ s n o
(traditional) dyeing
going on.”
“Yes, I’m excited that we can
create a greener, more
beautiful world,” Giammona
said of the digital process. But
the process, at least for now, is
more expensive, partly
because the technology can’t
produce as much product as
quickly as other methods.
The owners try to to put a personal
touch on everything and their
signature can be found underneath
the collars of jackets and inside the
pockets of jeans. They have
created the brand, SRGB, which is
a play on the digital color space –
simulated red, green and blue.
The clothes are costly currently with
MEFIVER jeans retailing between
$199 to $250 and denim jackets range
from $259 to $299. But with greater
demand, they could have lower price
points. Tibbitts expresses “Volume will
bring the price point down.” Helke
agreed. Prices of digitally printed
clothes will come down as companies
order bigger machine runs. Digital
printing takes specialized equipment
and labor, according to the company’s
owners, and it makes sense to create the
products close to home.
The company wants to host local trunk
shows and sell its products in boutiques
throughout the Triangle, Vaughn said. Eventually,
the company might expand to create more
digitally printed goods such as shoes and home
furnishings.
http://www.mefiver.com

Industry
Blue jeans are becoming bigger than ever inAsia,
as fast-growingAsian brands re-interpret jeans to
both please the specific tastes of their consumers
and to corner their share of a fairly up-for-grabs
market.
The top denim companies in Asia are Levi’s, Lee,
Texwood, Uniqlo, and Calvin Klein, however, no
single brand dominates the market as they do in
the USA. Which implies the competition to be the
biggest denim brand inAsia is fierce.
Jean buyers in US are particularly loyal to all-
American brands like Levi Strauss & Co., and
love the historical aspect of denim as workwear.
Asian buyers dont have such historical baggage
for denim. But that doesn’t mean there’s not
money involved. The Asian denim market is
expected to chart sales of $26.9 billion this year,
up from $17.6 billion in 2008.
Among the top five players in Asia, Texwood is a
brand based out of Hong Kong, while Uniqlo is a
Japanese brand. Some notable, though smaller,
homegrown brands are also in the race: Wei
Peng, Zengzhi and Kipone (from China) and
Edwin (from Japan) claim about 5 percent of the
Asian market, combined. Some brands, like Wei
Peng and Zengzhi, are hard to shop online,
meaning the curious international consumer is
out of luck, though every now and then something
will pop up on eBay or the like.
Denim-buyers in Asia don’t necessarily want the
same look as U.S. buyers, and manufacturers are
paying attention. David Pun, the CEO of Evisu,
says consumers in Asia are more “expressive” in
the way they dress; Chinese consumers at large
want visibly branded denim, while Hong Kong
consumers prefer subtler offerings and a lot of
different washes. Esprit says that the Asian
market prefers “slimmer, sexier fits,” and is more
brand-conscious than European market.
One of the main reasons that U.S. and European
brands aren’t doing as well in Asia is that they’re
trapped in the high end denim section. For
example, a pair of Lee’s Diamond Cut jeans is
sold in the “economy/standard” price range in the
U.S., but in the “super-premium” price range in
China. But Asian customers simply don’t see the
need to pay premium prices for something that
originated as workwear. That fact may charm
Americans — where blue jeans are, after all, one
of the only truly original inventions they can claim
— but inAsia, it means denim is relegated into the
realm of practical fashion, not luxury.
Asian Denim Brands
Compete for Brand Recognition
Source : Bustle.com

Events
BREAD&BUTTERwasfoundedin2001byBread&
ButterGmbH&Co.,andhasbeenheldtwiceayear
in January and July ever since. The internationally
prevailing trade show provides a creative
marketing and communication platform for
selected brands, labels and designers from the
progressivesegmentthatisunrivalledthroughout
the world. Bread and Butter introduced the
segment Denim Base showing major denim
brands with their latest interpretation of the
denim fabric as well as their current fashion
collections. Recently Denim Base has been
renamed to Urban Base which comprises more
than just denim and covers all segments of
fashion. Urban Base is the essence of BREAD &
BUTTER where Denim meets Casual meets
Sportswear meets Street meets Upper Casual.
January 2014 edition of Bread and Butter is being
heldfrom14‐16January,2014.
Bread & utter, Berlin, GermanyB
Dates : 14‐16 January, 2014
TheKingpinsShowistheinspirationofOlahInc‐a
company which has been working in the textile
industry since 1959, focusing on denim and jeans
since the 70's. Kingpins was started off in USA in
2004 and is an invitation‐only, boutique denim
sourcing show featuring a an edited selection of
vendors from the denim supply chain.The mix of
exhibitors includes denim mills, denim garment
manufacturers and an assortment of accessory
suppliers in the denim supply chain. Two editions
of Kingpins are held each year for showcasing the
spring summer and Autumn Winter collections.
Kingpins is currently held at New York. Los
Angeles and Hong Kong with debut edition in
Europe at Netherlands in summer of 2014. The
next Kingpins show is being held onJanuary 21‐22,
2014atNewYork.
Kingpins, NewYork, USA
Dates :21 Jan 2014 ‐ 22 Jan 2014
The GGMA National Garment Fair, is organised by
The Gujarat Garment Manufacturers Association.
The event presents an opportunity to garments
and accessories manufacturers to showcase their
products in a manner that helps each brand and
manufacturerestablishitsownidentity.
The GGMA National Fair is held twice a year at
Gujarat.The21steditionofGGMAWasheldform4
to6July,2013atAhmedabadandsawparticipation
from over 500 brands with visitors to the event
being in excess of 25000 from across India and
overseas.
The 22ndGGMA National fair is being held on 9‐10
January, 2014 at Hotel St. Laurn, Ahmedabad,
Gujarat and will witness participation of over 300
brands.
22nd GGMA National Garment Fair
Ahmedabad, Gujarat
Dates : 9‐10 January, 2014
Denim Events: January, 2014
Website : http://www.ggma.in
Website : http://www.breadandbutter.com
Website : http://www.kingpinsshow.com

From The Denim Directory
Kassim Textiles, was
established in Karachi
(Pakistan) in 1991 as a yarn
spinner, since then Kassim
has expanded and entered
into weaving in 1999, and
has since become a major
resource in the Asian region
for high quality competitive
low priced denim for high
profile denim and fashion
brands. The company today
has a production capacity of
36 million meters of denim
fabric per annum.
In line with today’s market
trends and the buyers’
predilection for specific fabrics Kassim Textiles
provides, with labor of love, the versatility to
consistently churn out, diverse range of fabrics
ranging from 6 to 14 oz, dissevered between
stretch and rigid fabrics, and specialty blends.
Kassim is among the pioneers of Organic
denim in Pakistan, and very conscious and
aware of the sustainability aspect of today’s
market, the company brings to the world denim
fabrics that are in line with sustainability. Their
strength is producing variety denim for both the
fast fashion and the "denim purist", premium
looking collections at affordable and attractive
prices.
The company maintains privileged
relationships – indeed veritable partnerships –
with their clients based on consistency, mutual
respect and confidence. The company's
philosophy can best be described by four key
words: holistic, audacious, exclusive,
prospective – providing a modern and avant-
garde approach.
The company has over the years made heavy
investment in product
development which has led to
Kassim having expanded 3
folds. Making a series of
investments has allowed the
company to produce a wide
range of Premium looking
collections at affordable and
attractive prices.
The company is strategically
located in Asia with fast and
efficient access to ports and
p r o d u c t i o n c e n t e r s i n
Bangladesh, Sri Lanka, Egypt,
Vietnam, Cambodia, China,
and the African continent. The
companies clients include
global brands such as VF
Brands , Aeropostale, CKJ ,Levi Signature
Denizen & Red Tab, Gap in USA and C&A, The
Inditex Group, H&M, Marks and Spencer, Next,
Mango in Europe.
The company has held steadfast to its motto
“safer and cleaner world” and the same is
reflected in the many certifications that the
company has including GOTS (Global Organic
Textiles Standards) by 1-Cert USA, OE 100
Guidelines (Organic Exchange) by 1-Cert
USA, OEKO TEX by Aitex (Class I & II) among
others.
Company:
KASSIM DENIM, PAKISTAN
Segment: Fabric
Mr. Sohail Ahmed
Market Developer
sohail@kassimdenim.com
+92 213 500 1601
www.kassimdenim.com

Denim Club Newsletter 8 January, 2014

Denim Club Newsletter 8 January, 2014

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Denim Club Newsletter 8 January, 2014