The growth of global and Indian brands in the Indian retail landscape and growing denim-based sourcing from India is a major push for Indian trims manufacturers and they are equally geared up to increase their market share. Trims companies have more thrust on product development, sustainable raw material and better coordination with their clients. In discussion with trims giants – Manohar Filaments, Sharman Udyog and Fashion Accessories India – Apparel Resources (AR) explores how they have specific thrust on the denim segment owing to its growth potential and what new they are offering to the denim industry.
Piyush Jain, Director, Sharman Udyog says, “As we can see, there is a trend of wearing more smart casuals at work or for meetings which is increasing the growth of this sector by 2 to 3 per cent annually. In the years to come, we would definitely see the denim sector being equivalent to knit or woven sector.”
He further adds that for him, denim brands are equally important as a shirt or a knit brand. “All products that we do are used in all denim categories, the main product categories being PU patches, printed and woven labels and badges, rigid and knit tapes and wash-cares. Almost all the brands we work with have a denim division like, Spykar, Killer, Diesel, Allen Solley, Louis Philippe, Flying Machine, USPA, Arrow Jeans, Peter England, True Religion, Gap, Mufti, Pepe, Indian Terrain, John Player, Banana Republic, Parks, French connection, Vera Moda, Balmain, DKNY, Weird fish, Tom Tailor,” confirms Piyush.
Known for its constant new developments, Manohar Filaments works for most premium denim brands as well as for the many top manufacturers of jeans and allied denim products in India as well as Bangladesh. The company also has its manufacturing operations in Bangladesh.
Mumbai-based Fashion Accessories India (RCBC Group), is another leading company in trims and its 60 per cent of business is mainly from denim brands/companies. Some of the denim brands that it works with are UCB, Pepe Jeans, Wrangler, Killer Jeans, along with in-house brands of retail giants such as Reliance, Westside, Aditya Birla, Lifestyle and Shoppers Stop.
Developments at the core
Apart from following material exploration, seasonal trends and forecasts, various trims companies have their focus on offering new products consistently.
“As a company, we are always looking for innovative solutions and currently, we are working on a collection made from entirely sustainable fibres and a combination of recyclable and biodegradable products, which are also pocket-friendly for most of our partners,” says Amit Jain, CEO, Manohar Filaments. He further adds, “We always have a denim-inspired mood board and collection card, and this time, we are focused on denim finishes and the interplay of design with fabric and finishing techniques.”
Sharman Udyog has a specific collection for the denim category which lets the designers imagine and create better. These collections are made with an understanding of trends and new materials which are procured as per the category demands.
“We not only help brands with the thematic approach but also work in coordination with the designers to guide them better with interesting placements of existing and new qualities,” says Piyush.
Fashion Accessories India‘s latest collection is called BOLD by Fashion Accessories. It is a burst of colour, shine and ultimately positivity – a collection where it has stayed completely away from safe choices.
“We have designed a collection with call-to-action messages – designed especially for sustainable collections, colour combinations that pop such as pairing of bright oranges with sky blues and purples, a balance of earthy tones with neons and a focus on Pantone’s shade of 2024 – Apricot Crush,” Nishi Vora, Director of the company informs.
A lot of shiny and metallic infusions throughout the range, from coated finishes on metal trims that have moved away from the standard matte to shinier lacquer coatings and epoxy coatings, to backpatches with glossy prints, multicolour metallic foils and gold and rust sheens highlight the brand name.
The use of recycled and sustainable materials and processes throughout the range is another significant aspect.
“We truly believe that trims, while perceived to be a very small element on the garment, actually voice the DNA of a brand and its collection to the customer,” she says.