Apparel Hits: 3035

Menswear becomes more vibrant in India with rise of homegrown labels

Apparel Hits: 3035
Menswear becomes more vibrant in India with rise of homegrown labels
Apparel Hits: 3035

26th August 2021, Mumbai:

Long dominated by occasion wear and formal wear, Indian menswear market is witnessing a newfound interest in contemporary clothing being created by homegrown labels. Focusing on style and comfort, these clothing ranges are being launched at affordable price points. One such range launched by designer Rina Singh, Owner of women’s wear brand Eka, reveals a GQ India report. Singh’s range includes easy-to-wear styles, timeless designs, and well-constructed clothes crafted using natural textiles. She believes, men in India have never focused on daily wear styles. Their choices have been mostly governed by festive wear from high street and luxury brands.

Demand for sustainable clothes grow

The pandemic has emphasized the importance of responsible buying to Indian men. Consumers now prefer buying clothes made with sustainable materials, transcending seasons and occasions. This is creating an opportunity for domestic brands to make their mark. Brand Lovebirds by Amrita Khanna and Gursi Singh leverages this opportunity with a new menswear line launched recently. The collection offers clean designs and minimal prints on casual everyday wear.

Changing lifestyles and rise in work from home culture have fuelled demand for comfort wear amongst Indian men, explains Singh. Eka’s new menswear range uses upcycled and recycled textiles from the brand’s archives, making the collection a more meaningful and conscious investment.

Moving away from high-street labels

One big challenge Indian brands face is reaching the average male consumer. Women’s wear brand Jodi by Gauri Verma and Karuna Laungani ventured into menswear on customer demand. They launched a menswear collection, The Hideaway featuring the brand’s signature prints. However, menswear brands are rarely visible in the market, feels Verma. A few that exist have to compete with high street brands and their pricing model. Male customers mostly depend on these high street brands and the mass market for their clothing choices, she adds. However, consumers are slowing moving away from high-street brands to fresh, homegrown labels, says Singh who received a positive response to her new range. The brand benefitted from creating online imagery to introduce menswear subtly.

Seasonless collections on the rise

Launched on Ogaan, Eka’s menswear range has received an encouraging response from customers, says Madhurbain Anand, Business Head, Ogaan. Anand hopes to see more contemporary collections from Indian designers in future. As a part of consumers’ daily wardrobes, young menswear labels like Harago, Itoh, and Bareek are launching seasonless collections. These collections are being appreciated not just by Indian but also international consumers. New sustainable streetwear brands like Prxkhxr, Op Haneen, No Grey Area, and Almost Gods too are launching collections. Menswear rooted in Indian heritage is being appreciated in the global market.

Affordable labels to drive market growth

Lavishly designed, Indian menswear is often extravagantly priced. However, the market also offers more affordable options. For instance, Jaypore a part of the Aditya Birla Fashion and Retail recently forayed into menswear category. The brand plans to offer ethnic and everyday wear for men in natural and sustainable fabrics. ABFRL has also collaborated with designer Tarun Tahiliani to create a new subsidiary to focus on affordable menswear. The brand will offer great quality and Tahiliani’s signature fit and his penchant for colors. The venture will offer outstanding quality to consumers at affordable rates.

The menswear sector offers immense potential for future growth, Anand says. Entry of new labels at affordable price tags along with the rise in e-commerce is expected to boost the sector’s growth in India.

 

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