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The fashion makers: Global Denim brands & local manufacturers

The hot and new trend in denim has created a new flow in fashion. Fashion is today incomplete without denim. Denim comes in all forms, matches with any type of fabrics. They are aesthetic and being used in a wide range. Now-a-days Jeans makers are increasing efforts to work more closely with merchants and boost their marketing and branding presence on the sales floor. While vendors have always tried to cultivate good relationships with buyers, the tenor of their new initiatives has heightened amid weak sales in the challenging economy.

A brand name in denim has fantastic effect upon the customers. Worldwide huge brands of denim are available. Top class country wise brands are

Japanese Denim Brands

45rpm: 45rpm is very cautious about the fabrics it uses and has an exclusive deal with its mill, ensuring one-of-a-kind materials. The company’s denims are made from both Zimbabwe cotton and Suvin hybrid cotton.                 

Edwin: Founded in 1969 by Edwin Company mainly focused on jeans manufacture. Brad Pitt is an official spokesperson and model for the brand, and appears in many of its advertisements.

Iron Heart: The denim is made in Japan out of the highest quality, long fibre cotton. These long fibres allow the individual cotton threads to be spun less tightly than is normal. The result is a surprisingly soft feel to this ultra-heavy denim.   Other renowned brands are Evisu, PRPS, Samurai etc.

Italian Denim Brands

Diesel: The world famous jeans brand. The company was founded by Renzo Rosso and his former boss Adriano Goldschmied of the AG Jeans company, in 1978. Diesel is very famous for its nontraditional fashion trend. In Diesel most of the time fashion branding goes with new theme in each season. Diesel’s “Be Stupid” idea has got tremendous turbulent in the denim fashion industry.

Armani Jeans: Armani Jeans is a bridge-line collection of denim-related clothing founded in 1981 by Giorgio Armani. It is mainly sold in department stores instead of freestanding stores.

Netherland (Dutch) Denim Brands

G-Star: G-Star offers a well-balanced range of jeans in various designs, the right range of fittings and attractive washings. Products made for denim connoisseurs by denim connoisseurs.

US Denim Brands

Levi’s: Levi Strauss & Co. (LS&CO) is a privately held clothing company known worldwide for its Levi’s brand of denim jeans. It is the leader in the branded denim category with about 20-25% share of the market. It was founded in 1853 by Levi Strauss. Although the company began producing denim overalls in the 1870s, modern jeans were not produced until the 1920s. It started operating in India in 1994 and is present in over 250 cities.

Siwy Denim: Launched in spring 2005 in downtown New York City, Siwy offers the ultimate denim collection: vintage-inspired, sexy, fashion-forward designs with perfected finish, detail, and fit. Each piece is finished with hand-crafted labels made out of vintage feed sack cloth.

J Brand: J Brand was co-founded by denim manufacturer Jeff Rudes and former stylist Susie Crippen. J Brand – women’s-  launched as an exclusive at Ron Herman’s Melrose jeans bar in the spring of 2005.The brand had immediate success. They also have a maternity line — Mama J by J Brand. In fall 2008, J Brand introduced a Men’s line under the label, J Brand Denim Co.

Others are AG Adriano Goldschmied, Paige Premium Denim, 7 for all Mankind etc.

Denim Brands in India

Indian denim market is on a high growth path with a rate of growth in the range of 8-12%. However, the market is dominated by the non-branded players who take away the major share of the denim market. The branded denim market is estimated to be around $450-$500 million, and is dominated by some international labels though the local brands are also getting prominent.

                                   Indian Denim Brands
Denim Brand Owner/Lic. Origin
 AN Jeans Anil Nanda India
Cantabil Cantabil International Pvt. Ltd. India
DJ&C Big Bazar India
Flying Machine Arvind India
Killer Kewal Kiran Clothing India

Local denim fabric manufacturers are in trouble:

Due to high cotton price denim makers are struggling to survive. Industry insiders think that more than 20 denim fabric manufacturing factories of the country is short of order or are not able take order due to turbulent yarn price. Local garment manufacturers are now procuring denim from India, China and Pakistan. They are getting GSP facility under the new EU Rules of Origin, effective from January 1, 2011.

The relaxed EU Rules of Origin allows the Bangladeshi garments to enjoy zero-duty entry facility to the EU markets even though they import the fabric, previously the duty was about 12.5%, which was a significant price benefit for local fabric makers.

Bangladeshi exporters accounted for more than one-third of the country’s total $15 billion plus apparel exports.  A senior official of Partex Denim said the denim industry is now facing the crisis of cotton and yarn scarcity that began in last December.

The import of denim in USA has started to fall over the last few months as represents the table:

Period 2009 2010 2011 Fall %
Oct – Dec 157 million pcs 148 million pcs -6.8%
Jan – Feb 74.5 million pcs 69.8 million pcs -6.3%

However it is good news that the price of yarn started to fall over the world. So it is hoped that this problem of yarn will be solved soon.

Syed Mohammad Kamruzzaman, a marketing executive of Ha-Meem Denim, said they will start production in the expanded unit of its Mauna factory, which has doubled its capacity to 1.7 million yards from 8.5 lakh yards per month.

Obaydul Hoque, an adviser to Silver Denim Composite Ltd, said they are setting up a Tk 300 crore factory to produce eight lakh yards of denim fabrics per month, and will go for production within a year.

If anyone has any feedback or input regarding the published news, please contact: info@textiletoday.com.bd

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