Although the response of the salespeople can be cold enough, a visit to Punk does no harm. "There are a lot of walk-ins. People just visit the outlet to see what new we are catering to, and so our salespeople do not approach them. If you are eager to buy something, then they are surely going to help you. It's basically because of the increasing number of window shoppers," Gulati justifies.

A heart of metal

Metal is situated at the heart of Basant Lok Community Centre. Its loud music and heavy display of jeans, bags and shoes attract, and one wants to check out what new this outlet has to offer. Metal positions itself as a brand for the young, for the musicians and the music lovers, for the rockers and the rollers, for the rebels, for the individuals in a cult, for the self-assured, for the bold, for the different, for the travellers and the explorers, and for the global person.

As one enters the store, one sees a variety of GB posters to choose from. Metal caters to the same segment of people as Punk, but it is more brand-conscious and its style is somewhat caught up with the existing big brands like USI, Von Dutch, Tough and Polo. Yet, it is strong enough to have its name standing out in the market and attract a host of eager buyers.

"Brand-consciousness leads to a smaller portfolio of brands. It is our focus on style that leads us to have an assortment of selected products from various domestic and international brands and labels. We also have our in-house brand by the same name – METAL,” informs Sachin Rana of Uni Style Image.

The ground floor of the outlet is dominated by menswear. Metal has its own designed clothes, but they are quite lost amid the heavy display of branded clothes. There is a considerable collection of cargos by Spykar. There are a lot of t-shirts mirroring Gothic rock, but the USI
t-shirts overpower them. Von Dutch, Diesel and Polo find their places at Metal, but they are heavy on the pocket. Also available are a huge variety of trendy clothes, funky accessories, punkwear, ripped denims and jazzy tops. Wallets, lighters and belts add to the lot. “ We do not ‘follow' any fashion statements; we help our consumers create their own style – a trendy street style, casual and individual. No one word can describe it, there have to be many – Gothic, street, punk, rock, niche, cult…,” says Rana.

The female section on the second floor features a variety of partywear. Here, one finds a distinctly feminine touch lent to punk fashion. The female section is also marked by a heavy display of USI collection. Von Dutch and Tough find spaces in the collection of jeans.

Out here also, as at Punk, one finds that the salespeople are none too approachable. If you need any help, you have to ask for it. "Nobody likes pushy salespeople, and we don't want our staff continuously nagging the consumers. Our consumers want their own space, even while shopping," Rana rationalises.

Metal claims that their strength is quality, while Punk believes they give to their customers something different in terms of fashion. The market is mature enough for other big outlets offering punk fashion to enter the arena. Until then, for all you punk fashion people, Punk and Metal are the haunts for you!