Jean Therapy

Having just appeared for her Class X exams,Shivani Singh,16,is gearing up for college.

Written by VIDYA PRABHU | Published: May 21, 2012 3:24 am

Having just appeared for her Class X exams,Shivani Singh,16,is gearing up for college. As she puts together a new wardrobe with repeated visits to Mumbai’s Linking Road,she’s sure about one purchase — denims in the colour red. “Blue and black jeans are staple pieces but it’s the red ones that will make me stand out from the rest,” she reasons,as she scours through denims in bright pop colours such as pink,red,orange,yellow and purple.

Singh’s choices are only a reflection of new trends in denim. A rugged cotton twill textile that’s traditionally coloured blue with indigo dye,denim today denotes much more. Be it the varied colour palette or the organic fabrics being used,

it has got a glamorous and environment-friendly makeover. Almost all major denim brands have recently rolled out a coloured denim range — right from Calvin Klein and Mango to Lee and Levi’s. “We introduced a range of colourful denims early on because we wanted to break the monopoly of indigo blue and black. Moreover,we haven’t restricted the colour play to women’s jeans,jeggings and shorts; even men’s denims are in bright hues such as bright red,steel grey,mint green and forest green,” points out Sujal Shah,CEO and founder of the lifestyle apparel brand,Freecultr.

Designer Narendra Kumar Ahmed,a fan of coloured jeans,believes the colour burst was long due. “A pair of coloured denims frees one from the prospect of wearing blue denims all the time. So when I showed them two years ago at the Lakme Fashion Week,the colours represented non-conformity. The trend has taken its time to pick up but has now percolated to the street shops — the lowest denominators,” he says.

The coloured spread aside,another denim revolution is brewing — that of the eco-friendly denim. A notable example are several environment-friendly options from Levi’s. While the recycled denims (made using recycled cotton) will be launched in India by September,the Levi’s ‘Water

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