One of the most notable elements that denim introduced into the dress culture of Kolkata is that it has been subtly able to distinguish between the way the rich dress up and their poor colleagues’ work.
Denim, which in the 1950s gained popularity, even today is strong throughout the globe, and Kolkata does not have an exception in India. Denim has found resonance in a street mode in the working class, which characterizes the fashion quotient of the city, mainly as apparel for the working classes. For years, Bengali intellectual has a Khadi Kurta paired with a jhola and faded denim.
“The demand for Denim has always been high worldwide. We have been dealing with denim since 1984, and the daily growth of this market here is also the newest trend. The acceptance of denim at the workplace is the latest trend, which has further boosted its demand,” says Pratica Agarwal, director of Moustache Jeans. “The demand is growing in Denim. The brand, initially launched in 1984, was a denim production brand, but it gradually became a casual wear retailer.
Ayush Rungta, Hoffman’s director, another leading manufacturer of city denim, echoed his words. “The firm started in 1990, and since that time, we’ve been making denim for men. Though we have ventured into women’s clothing, denim is still the focal point of our business and has been dealing with them for more than twenty-five years. We’re facing massive demand for denim.
“There is a year-round demand for denim,” says the director of the newly launched brand, Perky Fashions, which specializes in denimwear, “when we started in Kolkata in 2011, I couldn’t believe that the demand on this market is so high —- it’s exceeded my expectations.
Categorizing the target audience
As cutting-edge clothing that has remained in fashion through time, Denim has retained its essential appreciation. Uniformity is the inevitable result of globalization, where everyone is aspiring to be the same, regardless of social and economic differences. A couple of denim – whether they are a rag picker or a CEO-can give users a sense of belonging to the company, regardless of the price, design, or label.
Kolkata has a great sense of acceptance and openness in its wholehearted embrace of denim in the everyday lives of its citizen, which is well known for its emotional affinity for adhering to what is old and ethnic. The dhoti had for some time lost its glory and popularity, and the saree could only secure its position as an opportunity for women to wear. Although the primary daily and celebration wear is for men, jeans, or denim, the salwar kameez is a hard contender between women, especially the elderly. However, if one looks across Kolkata and its citizens from the northern and central old streets of Kolkata to the relatively new eastern outskirts of the village to the popularly known posh areas of southern Kolkata, jeans and kurtas seem to be clothing for the day-time inheritance for Kolkatans.
But men remain the primary denimwear audience. “Our brand, launched in 1998, deals in denim only for men, usually a man who has denim throughout the day, and the first thing to do is denim of good quality and durability,” says Sayed Mazhar, Senior Sales Executive with Mufti. “Majumdar says the most affordable and good-size denim are the cheapest ones that come with a unique design. “The quality of our fabric is better than branded products, so we have many people. We are available throughout the country and in popular multi-brand stores such as Spencer, More, and Infinity, among many others.”
The target audience for us is a common man — a young and young man. We’ve got an extensive market in eastern China, although from late we started to make our presence in South India too. “Rungta says,” Our brand is famous for menswear, so most of the sal is known for menswear. “Agarwal said,” Women are known for shopaholics, but as a males brand, they are men buyer to us.
Denim came far away from its origin and now stretches beyond the confines of friendly reunions, entering the arena of social events, schools, and workplaces, snorting to discrimination against men and women, and providing an air of comfort and security. Even the “nightly women” in and around Kolkata, although in their extravagantly sequined avatar, have embraced denim of the not-welcome red light areas.
So, what kinds of styles do people choose? “These are the styles of skin-tight jeans with tapered legs that have a toned effect on the body,” says Rungta. “This high-fit denim is now trendy. People are both possessive and willing to invest in the mark if their wearability and styles are suited to them,” says Agarwal. “What’s more?” ‘We have takers for everyone,’ he added. “The products from our brand are, i.e., 495 to ̄ 2,695.’