Bengaluru-based manufacturing unit, Raised on Denim, started in 2005 to produce denim, casual trousers, shirts and jackets for fast fashion and global retailers like ASOS, Topman, Urban Outfitters, Burton and Debenhams. The 40,000 sq. ft manufacturing unit has recently started producing their own new independent UK fashion brand, Stanley Kane, run by directors Chris Page, Kamal Kedia and Akshat Kedia. Stanley Kane offers British real time fashion apparel exclusively for the 16- to 24-year-old discerning Indian male. Images BoF discusses the brand’s debut with its directors, who have been in the fashion industry for over two decades.
Launched through an exclusive tie-up with www.myntra.com, Stanley Kane is an inspiration of the British-Indie music scene that targets 16- to 24-year-old Indian male. Explains Chris: “Stanley Kane brings real time London fashion. There are many kids in India who are ordering online and getting a lot of shipments from Europe to India. The fact that Stanley Kane is affordable ensures that it is not only the fashion-forward kids who can afford this but we can get a whole new generation of customers to buy this brand.”
Stanley Kane casualwear mainly has sweatshirts, chinos, washed shirts, jeans and jackets. Priced between Rs 1,599 and Rs 3,999. The exclusive online collection offers a starting collection of 80 pieces across the five categories. The new Spring Summer 2014 collection will span around 100 styles when launched in February 2014.
The manufacturing unit is located in Bommanahalli, Bengaluru and produces 100,000 units every month. The unit has staffed with 1500 people. Kamal adds: “At present, we are supplying to the young fashion customer. We see these designs going a long way and that’s what keeps us going.”
According to Chris fashion trends in the UK have become more about what is up to date now in fashion and less to do with seasonal collections like Spring Summer and Autumn Winter. The young Indian male is as fashionable as the people in the UK, and this is where the brand sees growth by introducing the latest fashion trends from the streets of UK to the Indian market. The amount of change he has seen in India even in the past five years has been staggering.The skinny chinos, which has a huge market in the UK, is slowly going out of trend and is being replaced by spray on jeans, which is a tighter fit that will find many takers in the Indian market as well.
According to Akshat, there will not be any challenges when it comes to the supply chain and logistics, as that aspect will be be taken care by www.myntra.com Akshat elaborates: “Stanley Kane aims at providing the customer with newness every month, which means we will have to work extremely close to the season. This will be one of the biggest challenges, as lead-time for production will be extremely tight. However, having an in-house manufacturing unit ‘Raised On Denim’ should help us achieve this.”
Currently marketing through online channel, Ganesh Subramanian, COO, Myntra, shares that the brand is looking at a growth of Rs 100 crore in the next five years. Subramanian says: “What we get from Stanley Kane is the product, design and experience and what Myntra brings is a readily available database. We are going to do digital marketing for this brand across all channels. We will also feed consumer analytics to our partners, where our partners get feedback on the kind of customers who are buying his brand, which includes their price specifics and what they specifically look for.”