Designer Hemant Sagar on his Indian GENES and its global edge

DESI WITH A GLOBAL EDGE
“We had observed that people in India are amused by the global fashion patterns and trend and end up buying those stuffs. It was then it came to our mind to come up with something truly made in India but with that international edge. And moreover we feel that this will help in bridging the fashion gap between the two different world of fashion,” says Hemant.

For Hemant fashion is not something out of the world, but just the way of life and to make it simpler one needs to understand that fine line. “Wearing something abrupt does not mean that you are fashionable. See today I am wearing just one color i.e. blue, with varied tint for jacket, skinny trouser and t-shirt, and I don’t think I am doing any fashion faux pas. Fashion is just a way of life and that we have tried to do with GENES, which has very simple daily wear clothes with simpler cuts and silhouettes, which are high in quality and comfort,” says Hemant.

The vibrant range of 180 clothes will be available through e-commerce giant Amazon. “The idea behind choosing Amazon over others was their unique market positioning and their approach to Indian fashion market. They understood our perspective of making the Indian fashion global and it presented us the strategy which stood by our need and that is all we needed at this hour,” shares Hemant.

IT’S ALL IN GENES
Divided in three categories of Play, Work and Leisure, the vibrant collection will see hues consisting indigo, blue with a tint of orange. To give the collection that global flavour shirts have been made a little longer to make it look like kurta. The track pants and shorts have been made a little vibrant for those causal party evenings where comfort is of priority.

Ask him about the competition and what sets GENES apart from other global players, pat comes the reply. “It is made in India, for India and I think this is enough to make us stand apart. Comfort and quality is something we can never compromise with, so I think all this makes us stand far ahead of others.”

PRICE
The price range has also been kept modest between Rs 2,500 to Rs 25,000 as the products are produced indigenously at their atelier in Gurgaon. “We want the Indian global fashion to be a part of every wardrobe and that’s the reason of keeping the range nominal. It might sound that we have compromised with the quality, but that is not the thing. For us, the motive is to take it deeper in Indian society and the only way to do this was to cut short the margin and let the label reach to the smaller cities too.”

The designers are taking it swiftly towards digital market rather than focusing on designer studios. “The digital market is a bliss to the fashion world and I think now as we have stepped in to the circle, we will be able to make more of it, but as far as the concept of designer studio is concerned, I strongly believe that it will never be affected by the online market, because it has its own customer range which has nothing to do with online thing,” concludes Hemant.