Community Pride

 Denim as a Fashion Statement

Yet, its unrivalled success saw a huge dip at the end of the 20th century. It began in Europe in 1998, and hit India in the beginning of the 21st century. The two-three years that denim went through its lowest phase in its 200-year history shocked everyone. Ever since, it has seen a renaissance. And that renaissance, has come from its new super-premium segment.

Denim in its new avatar has returned as a fashion product, as compared to the comfort platform. To see the most cutting-edge fashion buyers totting designer jeans at high society fashion events is a common sight. Currently, there is no other fabric that is as versatile. This has also led Community Pride gay pride t shirt brands such as Lee, and new entrants like Tuscan Verve, tying up with couture designers such as Ritu Beri (Lee) and Rocky S and Suneet Varma (Tuscan Verve) to launch limited edition, high-end, high-fashion products.

This follows on the heels of international trends, where the super-premium segment, though forming a small percentage, is growing fast and lending the jeans a totally new edge. From Gucci (the most expensive jeans in the world, according to a Forbes survey) at over US$ 3,000, to Seven for All Mankind, Citizens of Humanity, True Religion and Hudson, to nearly every fashion and luxury retail gay pride t shirt in Europe and the US, premium jeans and also the super-premium segment are what are raking in the moolah. A presence in the premium segment has become crucial, definitely in terms of brand positioning.

Which is why Levi's, while wooing the masses at Wal-Mart and Target with its Signature brand, is now looking at the top end of the pyramid with a 2006 launch of the Andy Warhol Factory X collection. There has been a huge resurgence gay pride t shirt especially in the high-end, in haute couture jeans, where the consumer is looking for very refined detailing.

“Jeans express a lifestyle which offers you choices for different situations, it is more about smart casuals or urban well-wear."

Both the fashion and the mass market in the US$14-billion jeans industry are driven by women today. The woman consumer has been driving the growth of premium jeans wear. This has particularly accelerated after the advent of the 'low-waisted quakertown real estate Just when you thought that if the jeans went any lower they would fall off the butt, the front further goes down by half a centimeter! International brands like Seven have, through a sexy fit proposition, exploded the premium women's jeans market.