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15th January 2014

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From The Denim Directory

A ve A ETUM, Turkey

Upcoming Events

ModeFabriek

InDIGO-3

Featured

January 2014 03

Denim Club : Your Window To The World Of Denim

Apparel - Brand Launch

Having witnessed a slow and stagnant market last season, Hard Currency, denim brand from the house of Aru Enterprises has introduced an economical brand - 10 Pound. The company having a turnover of Rs 12 crores, is now aiming for a 50 percent growth in the next two to three years.

“Inflation and a rise in raw materials cost have already resulted in our MRPs going up. This has started influencing bookings since the last season itself. Even though it was a festive season, sale was not as expected. In order to not compromise on quality and policies with regard to Hard Currency, we launched these two collections,” opines Paresh Chandan, Proprietor, Aru Enterprises.

The company also has plans to expand the retail presence of newly launched collections, in places where Hard Currency has already established its presence.

“Consumers are price conscious and with the state of affairs, it is very hard for us to squeeze prices anymore. In order to not compromise on quality and policies with regard to Hard Currency, we launched a subsidiary sub brand ‘10 Pound’ which is under the portfolio of Hard Currency but at an economic price,” explains Chandan.

Interestingly, the company has also unveiled a premium collection called ‘Hard Currency Limited Edition’ made from premium fabrics, special designs, unique washes and finest finish for the discerning customers, who seek quality without compromising on the price points. The company continues to grow and evolve as a true denim lifestyle brand, expanding its product line to include casual trousers. Hard Currency primarily targets the middle income fashion conscious customers

January 2014 04

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Designers | Merchandisers | Developers | Product Planners Technicians | Converters | Buyers | QC / QA Professionals |

Agents | Finishing Specialists | Traders | Marketeers Retailers | Agents | Consultants | and more...

who appreciate quality products in the age group 16 to 50.

For Spring/Summer 2014, Chandan feels that continuing from the last few seasons, cross pocket denims are here to stay. “We have also used solid colours for inner trims for the next season with brighter threads and embellishes. Stretch denim has completely overthrown the rigid denim demand. However, in Hard Currency Limited Edition we have used some rigid fabrics for vintage washes,” he adds.

The brand currently retails through over 450 MBOs across Karnataka, Kerala, Andhra Pradesh, Gujarat, West Bengal, Chhattisgarh, Assam, Jharkhand, Orissa, Bihar, Uttar Pradesh and Madhya Pradesh. The brand also has its presence in the Middle East. The Tier II and Tier III cities in the south account for majority of company’s sales with Kerala, Karnataka and Andhra Pradesh being the largest markets.

Elaborating on the retail expansion plans, Chandan says, “Market for Hard Currency is already growing towards the North as we have recently added many states to our portfolio. The plan is to introduce ‘10 Pound’ and ‘Hard Currency Limited Editions’ in our existing and newly added markets as well.”

Launched in 1995 in Bangalore, Hard Currency started on a small scale with limited manpower and production capacity. Since then the company has grown and today is equipped with modern machinery and a production capacity of half a million pieces per annum.

http://www.hardcurrencyjeans.com/

Apparel - Brand Launch

January 2014 05

Industry

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in the Denim Business Directory

Add your Company Advertise

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Source : Brecorder.com

The European Parliament has granted GSP (Generalized Scheme of Preferences) Plus status to Pakistan allowing the country to pay lower duties on their exports to European Union. Dr Mirza Ikhtiar Baig, Chairman Pakistan Denim Manufacturers & Exporters Association (PDMEA) expressed that the Governor Punjab was truly instrumental in getting this facility for Pakistan.

GSP Plus is likely to be a game changer for the country's textile industry, as it is expected to boost annual exports by US$1 billion. Pakistan will enter the GSP plus club from January 1, 2014. GSP plus status enables it to export textile goods to 27 European countries till 2017 without any duties.

“Out of more than 6000 products falling under duty-free access to the EU markets under the GSP plus scheme, about 900 are textile products”, said Dr. Baig.

PDMEA is the representative body of all denim manufacturers and exporters of Pakistan, the country produces more than 600 million meters denim fabric per annum. “Our denim fabric is about 65 percent of the total cotton fabric production”, he said and added proudly “Pakistan’s denim industry is the fastest growing industry and has become 3rd largest producer of

denim fabric in the world after China and India. Pakistan is called Denim Hub in the world.”

Prime Minister Nawaz Sharif congratulated the nation for winning the GSP Plus status. Sharif expressed hope that an increase in exports would facilitate economic growth and help in the generation of additional employment. This would build up confidence of our exporters to take additional orders from EU to earn valuable foreign exchange for the country.

"The award of GSP Plus status shows confidence of the international markets on the excellent quality of Pakistani products," The Express Tribune reported Sharif as saying. "The textile industry would earn profits of more than 100 billion rupees [US$930 million] per year."

The present export of denim fabric and denim garments is about $2 billion with the investment of Rs 50 billion ie $5 billion. The denim industry in Pakistan is manufacturing globally renowned brands like Levi's, Mango, Next, Jordache, Gap, Diesel, Zara, Marks & Spenser, H&M, etc. While Pakistani textile exporters welcomed the news, the country faces tough competition with Sri Lanka and Bangladesh, which already have duty-free access to European markets.

PAKISTAN900 textile products to be benefited

by GSP+ status

Apparel - Sustainable Fashion

Generate New BusinessOpportunities

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January 2014 06

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TROA, a Korean fashion brand, launched it premium denim, made from Korean traditional fabric using “hanji” or paper yarn at the runways at the Chanel-Dallas Show in the United States on Dec. 10. The hanji denim, tinged with gilded ecru, is part of Chanel’s Pre-Fall Collection 2014 and will be available at the brand’s shops worldwide in May 2014.

The hanji jeans developed by TROA have already been launched at Barneys in New York, Beverly Hills and San Francisco and Barneys Japan and Colette in Paris, France during last season.

“Hanji” was invented some 1,600 years ago in Korea it uses mulberry paper, and the material has a unique look and feel due to the soft inner skin of the tree branches. The paper is cut into very fine strips and twisted to make mulberry paper yarn which is then used to make the fabric.

In a press release the company said “Derived from the supple inner bark of the mulberry tree, hanji denim is softer and lighter than pure cotton denim, and yet more durable and better able to hold its shape. The paper yarn gives the fabric a feeling of airiness and lightness for a very comfortable fit.”

For making hanji denim, Skilled craftsmen hand-dye each garment through a laborious process of applying natural substances, such

January 2014 07

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Visit Denim Club India at www.denimclubindia.org and fill-in the online form to Join Denim Business Network.

The Individual Membership of Denim Business Network comes to you at a nominal payment of one time registration fee of INR 5000 which includes the first year subscription charge amounting to INR 2500.

Individual Membership

The Denim Business Corporate membership fee is INR 20,000/- for a group of five individuals, inclusive of subscription charges for one year. This facility provides multi access license up to 5 users.

Corporate Membership

http://www.troanewyork.com/

as indigo for blues, sappan wood for reds and a chestnut bur for shades of grey. Many of the dyes are obtained from medicinal plants used in traditional Oriental medicine. “The color of the denim is quite special and unique compared to chemically-dyed denim,” said the company.

TROA’s hanji denim was created by executive creative director Han Song in a bid to find a non-toxic method of producing denim and to to make garments eco-friendly by using natural dyeing techniques. Since 2004, the designer has focused on developing naturally dyed eco-friendly fabric.

“It’s very encouraging that TROA’s hanji denim has been recreated into the Chanel vision, one of the world’s top luxury brands, and launched in global markets. The excellence of hanji and natural dyes is a great discovery. The innovative hanji denim is grabbing people’s attention. Fashion should win the hearts of people with its design,” the designer said.

Song said that the Chanel staff who visited to see the process of producing the fabric in Seoul applauded the quality of the material made through multi-layered phases and sophisticated techniques. “The fabric holds its shape beautifully and absorbs the natural dyes incredibly well,” he said.

Chanel said that its latest debut in the global fashion market is a case example in how to successfully turn traditional materials into a contemporary product which can be shared by other countries.

TROA established its branch in New York in 2012. Sarah Sung, President of TROA New York, said that its fabric made with natural dyes is attractive to modern consumers who tend to be

environmentally conscious. “Now is the time when the luxury brands represent the eco-friendly products. Consumers have a strong perception toward environmental protection from toxic substances. Our hanji denim caters to the desires of consumers who are conscious of the environment,” Sung said.

Renowned designer Troa Cho created her namesake brand some 40 years ago in Seoul for high-end, cutting-edge attires particularly for women. Her son, Han Song, became the executive creative director of the firm eight years ago.

Apparel - Sustainable Fashion

January 2014 08

Denim Club : Your Window To The World Of Denim

Industry

Moroccan Association of Textile and Clothing Industries (AMITH) has said that they have established Moroccan Denim Cluster (MDC) comprising of Moroccan denim manufacturing companies, in a bid to improve brand image and reputation of the Moroccan denim industry and casual wear by better positioning and stimulating innovative collaborative projects in this area.

Around 10 AMITH member companies and the Graduate School of Textile and Clothing (ESITH) as well as the Technical Center for Textiles and Apparel (CTTH) are part of the MDC cluster. The Association would be headquartered at Casa Moda Academy.

In the first meeting of the MDC cluster, the founding members elected the board of directors and set up four thematic committees, one each on - supply chain integration, national and internationals standards & regulations, product development & marketing, and Moroccan Denim Academy.

All companies and organizations interested in working towards helping the development and industrialization of denim and casual wear

products, and the growth of their business, are welcome to be a part of the MDC.

The MDC cluster would Working on non-profit basis for improving brand image and reputation of the Moroccan denim and casual wear industry MDC would develop a communication strategy and promote cluster at national and international level. It would also define clear business objectives shared by the entire community of public and business.

MDC would promote the development of shared tools, and permit companies of the cluster to become more competitive, grow and conquer markets nationally and internationally. The cluster would also provide and develop all business support services, counseling and support for project, and participate in national and international fairs.

It would also promote all forms of alliances and reconciliation with national and international clusters, in order to develop synergies between them and to promote their competitiveness.

established to improve

brand image

http://www.textile.ma/portail/Default.aspx

Denim Club : Your Window To The World Of Denim

Events

Founded in 1996 as a trendsetting experiment, modefabriek has since become a not to be missed two-day fashion event of international stature. The success of modefabriek lies in the progressive and high-quality character of the fair, in which innovation and creativity predominate.

Modefabriek has introduced the segment BLUEPRINT which is more than just an exhibition space for high quality denim and contemporary streetwear brands. Blueprint brings together insiders capable of devising innovative new designs for denim and contemporary streetwear by reinventing our favourite wardrobe classics, constructing a new, relevant authenticity and re-injecting a love of craftsmanship and detail into the process.

The next edition of Modefabriek is being held on 26 and 27 January, 2014 at Amsterdam RAI, Amsterdam.

ModeFabriek - BlueprintDates: 26-27 January, 2014Venue: Amsterdam RAI, Amsterdam, Netherlands

Denim Events

26-27 January, 2014

Denim Club India has rescheduled the third edition of InDIGO, Asia’s one and only c o m p r e h e n s i v e denim B2B event which was scheduled to be held from 15th January, 2014 to 17 January, 2014. The event will now be held on 24-25-26 April, 2014 at International Trade Expocentre, Sector 62, Noida.A recent report by Fibre2fashion.com m e n t i o n s t h a t , “Susta ined input p r i ce inc reases , coupled with rising interest rates over the last two years against the backdrop of global economic slowdown, has put significant pressure on denim makers ‘margins. Against this backdrop, the depreciation of the rupee has further pushed up input costs and is forcing companies to minimize their losses while increasing sales in an intensely competitive environment.”Based on the recent reports on the denim industry, it is evident that the manufacturers continue to feel the heat of rising input costs

and the rise in cotton prices have dented the net profits of major denim players as they were unable to pass on the burden to buyers at a time when demand was already under pressure due to slowdown.Responding to the current mood of the industry and the challenges being f a c e d b y t h e companies that are a part of the denim value chain, Denim C l u b h a s rescheduled the event.Denim Club wi l l ensure that the

rescheduled event offers the same, or even better, facilities and opportunities for branding and professional networking to all the participants and visitors.

Dates: 24-25-26 April, 2014Venue: International Expocentre, Sector 62, NOIDA

InDIGO-3 Rescheduled

Website : www.modefabriek.nl/blueprint/

Website: www.indiadenimexpo.com

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From The Denim Directory

Giotto 4 Axis HS Denim LaserThe company offers Giotto 4Axis HS Denim Laser a Revolutionary New Giotto Laser System for Denim Applications. The New Giotto Laser system is based on high speed 4 axis new galvo technology, offering superior laser powers, top performance marking and destroying finishing.

AAETUM is an exclusive and OEM distributor of Sei Spa, a renowned laser supplier, and operates in Turkey, Azerbaijan, Kazakhstan, Turkmenistan, Iran, Iraq, Syria, Pakistan, Bangladesh, Egypt, Libya, Tunisia, Algeria, Morocco.

The company offers comprehensive services, including distribution, marketing, selling and technical support after sales.

Company:

A ve A Endustriyel Teknoloji Urunleri Makina San Tic Ltd. , Turkey Segment: Machinery

Giotto 4Axis HS Denim Laser

A ve A Endustriyel Teknoloji Urunleri Makina San Tic Ltd. (AAETUM) is one of the leading laser companies specializing in distribution and integration of different turnkey laser systems to many markets.

Located in Istanbul, Turkey, the company is located at just 15 km from the Ataturk airport. The company is a member of TUSKON, the Turkish Confederation of Businessmen & Industrialists.

AAETUM enjoys the status of being a market leader, with complete laser systems solutions since 1995, especially for shoes manufacturing, leather apparel, garment and embroidery business. It offers an innovative and state-of-the-art laser technology for denim mass production.

The company has gained extensive experience in installation and integration of laser systems during the last 15 years, and its customer base includes several industry segment leaders in textile, leather, shoes and denim.

Mr. Erdogan Celikerdogan@aaetum.com+90 532 361 2620www.aaetum.com