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INDIAN MEN GETTNG FIT: Slim fit look is changing lifestyle
WELLNESS — By MainStreetMantra Desk on August 21, 2009 at 11:42 am
INDIAN MALE MAKEOVER
All you women out there, get set to drool over more washboard abs. Not just Shahrukh Khan, the urban Indian male is getting a make-over. It’s not just Bebo aka Kareena Kapoor or the sizzling Shilpa Shetty who are sporting the ’size zero’ look. Almost every single garment brand says they are having to sew up a new wardrobe for men: the slim fit line.
“Last year, across all our menswear brands, about 20% of the total collection would have been slim fits. Now, over 50% of our collections are slim fits,” says Rachna Aggarwal, CEO of Indus League, which markets leading menswear brands such as Indigo Nation, Scullers, John Miller and Urbana.
Aggarwal says that shirt sizes 40 and 42 — medium and large — formed the core of the company’s sales. Now, it’s sizes 39 and 40 that form the core. “The demand for size 42 has shrunk, while demand for size 44 has almost vanished,” she says. Ashish Dikshit, president of Madura Garments, whose brands include Louis Philippe, Van Heusen, Allen Solly and Peter England, says India is seeing a lifestyle transformation. “It’s happening globally as well. Men are getting more fit. They also want to be seen in slimmer cuts, as now they feel more comfortable in such clothes,” he says.
Arvind Mills, with brands like Arrow and Excalibur, says their slim fit offerings now account for 60% of the total collection, up from 20% last year. “Even our new US Polo sportswear brand comes with a large slim range,” says Suresh J, CEO (brands & retail) of Arvind Mills.
Tags: abs, better, fitness, India, Indian, looks, male, men, sexy, slim, style, washboard
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