Realizing the need for crossover products and hybrid silhouettes for changing lifestyle needs, Numero Uno has carefully curated the collections for this season. There are smart casuals, fashion casuals and classics that are durable and trans-seasonal.
Numero Uno’s S/S season’s line is an expression of oneself, celebrating the ‘Real You’. “Our day wear casuals are inspired by Mediterranean coastlines soaking in every bit of the marine mood. Think Regetta and Breton stripes in a modern twist. Move across the ocean straight to Mexico for the Baja Stripes and then delve into historic seafaring voyages for prints and trims to create the Modern Mariners line. Holiday collection ‘Sunset Chameleon’ is wrapped around tropical skies in sun bleached colours. The flora and humid heat of tropical islands inspire camouflage and floral prints that are textural and tonal for round necks and polos. Detailed embroideries and embellishments create a luxurious dreamy mood for girls’ tops,” says Nivida Kohli, Design Manager, Numero Uno.
NU 87, its soul gratifying collection, is a line interlaced with multiplicity of craft and culture influenced by Japan and India that form a decoratively poetic and melded line for S/S18 collection. In N1 Active, with fitness becoming a part of everyday life, it fuses fashion with comfort and functionality enveloped in on & off the mat athleisure look. Numero Uno is exploring ethical and eco products, in the active wear segment and wearable technology. The aim is to grow 10 to 15 per cent annually across all categories.
Talking in detail about the brand’s style statements Kohli says, “We realized the need for crossover products and hybrid silhouettes to be omnipresent as per changing lifestyle needs. We have accordingly curated the collections for this season.” Elaborating on the ratio of fashion and basic knits in their collection she says, around 30-40 per cent is core comprising of wardrobe essential classics with updated look that are trans-seasonal. The demand for fashion and newness in fabrics and printing techniques is a big opportunity for this category to grow. The complexities that come with it have to be streamlined in this fast-growing competitive category to be able to cater to ever changing needs of consumers.
As for fabric usage, Kohli explains, “We are using cotton rich solid knits in varying GSMs from mid to heavy in our core basics. For casuals, we are using fabrics that give textured, marled, speckled or slubby look to the fabric along with a whole lot of prints that have updated finishes on fabrics. For soul gratifying collection, we are using fabrics that represent the roots of our brand being truly denim. There are indigo, deep blues and colours that allow experimental industry laundry processes. Borro prints and handcrafted techniques inspire mechanically made fabrics that result in fashionable durable and comfortable products.
Kohli says, as far as fabrics like Lycra, Tencel and Modal are concerned, these are expensive. “As of now, only 10 per cent of our range has such products. These fibres have better performance, fluidity and improved hand-feel, which adds more value to the product. Hence, we would like to offer more of these to our consumers in the future,” she says.
Retail expansion plans
With over 200 stores across India, Numero Uno has spread retail all over the Northern region being a north centric brand. The brand now intends to expand its retail footprint in the Eastern, Western and Southern region. The company aims to grow 10-15 per cent annually across all categories.