Jean Therapy

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