Madura Garments is making a foray into the Rs1,250 crore Indian denimwear market with a new youth brand called SF Jeans.
Targeted at 15-24 year olds, the range will use the latest technology to offer denims with text and laser patterns etched or scorched onto the fabric as well various levels of distressed looks. Head of design Stephen King said the aim was to move away from a mass produced product and instead make each pair unique.
The premium-priced SF Jeans will carry price tags of Rs995-1,395. The line will also be extended include men’s and women’s knitwear, T-shirts and accessories such as bags and belts.
The SF Jeans brand will be distributed through special SF Denim Lab stores as well as Madura Garments’ existing Planet Fashion and Trouser Town outlets.