India’s youth in tune with global trends

Blackberrys launched a new collection for the Indian youth. The Autumn-Winter 2017 and Spring-Summer 2018 urban collections were launched at a partner connect programme recently.

Nitin Mohan, the owner of mens wear fashion brand, Blackberrys said, that the brand took five years to launch the casual wear category.

"The young Indians have more disposable income and this gave a boost to casual wear range. We were new to this segment and we took this as an opportunity to create a brand that addresses the market fairly.

When we outlined the concept, it was a pure design-driven concept but we now launched it as a full fledged brand," he added.

Asked about the market research that went behind it, Mohan said, "The idea of the trends came in from the international market but we also looked inside India, in places like Jammu, Varanasi and of course, cities like Delhi and Guwahati.

There is an opportunity for rest up casual wear. That sound a little conflicting, but that is not the usual colourful red, yellow, blue or white type of range. This range is meant for style conscious Indian youth who understand fashion. They have very refined and subtle fashion taste."

Mohan also stressed that since everything is only a click away nowadays, all markets tier-II or tier-III markets are "equally important for a brand" as "people are making fashion choices of their own and are experimenting with attires".

The collection, according to brand members, is designed for the urban Indian consumer. Some of the highlights of this collection include pilot jackets with big pockets, cargo trousers, dropped trousers and knitted bombers.

Present to make the night glamorous was Gauahar, who performed on some popular Bollywood tracks like "Kala chashma" and "Saara zamaana". Singer Papon also sang tracks like "Moh moh ke dhaage", "Kyon" and some old and gold tracks at the audience's behest.