Denim Club Newsletter : Issue May 28, 2014

Latest Denim News & Updates from Across the Globe
Your Window To The World Of Denim
Newsletter
28 May 2014
www.denimclubindia.org
Denim exporters shining
as retailers look to
Bangladesh
Denim Industry Who’s Who
Mr. P. Kasiviswanathan, Picanol India Private Limited, India
Mr. Paresh Chandan, Aru Enterprises, India
Sight, thought, soul.
Global Ad Campaign
Launched by Isko
INVISTA and
Lenzing Continue
collaboration
for Super Soft
Stretch Denim
Stretch Fabric
With Repreve
Debuted by
Cone Denim
Events
Denim by Premiere
Vision, Spain
Pg No. 3
Khadi Denim -
For The Denim
Lovers Who Care
Show Report
Is over-capacity
troubling Indian
denim sector?

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Releasing On
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Denim Club : Your Window To The World Of Denim
Corporate : Campaign
May 2014 03
Source: Menabo.com
DENIM CLUB INDIA
ISKO™ has launched its new global campaign -
Sight, thought, soul, where the denim senses
embody the innovation spirit. The campaign has
been Photographed by Piero Gemelli, and the
leading denim manufacturer’s new campaign
focuses on black and white portraits, with just
one touch of color: the blue denim of the iris.
Eyes accompany vision, primary actors in our
interpretation of reality. Eyes also reflect the
soul; a soul that, for ISKO™, represents its
passion and expertise in denim. This is the core
of ISKO™’s new global campaign, a multi-
subject collection of portraits that aims to convey
the immense power of thought, innovation and
empathy that are intimately rooted in the
company’s spirit.
The elegant images are in black and white, with
the iris of the eyes the only colored element
standing out, highlighted in blue denim. The
protagonists of the photos, a male and two
females, are portrayed alone and together,
always looking intensively in the camera and
therefore at the observer, establishing a
meaningful relationship of closeness and
understanding.
Piero Gemelli, architect and photographer has
marked the concept with his unique touch to the
photos, while the marketing and communication
agency Menabò Group has conceived the
unique campaign. This is Piero Gemelli’s second
Sight, thought, soul. Global Ad
Campaign Launched by Isko
project with ISKO™, testifying to the successfully
shared approach that has accompanied the
company’s growth.
The models are also an expression of the
company’s broad international reach. Regitze
Christensen, blonde, with a clean and refined
appearance, comes from Denmark, while Ana
Sekulic, brunette and determined looking, is from
Serbia; Ricardo Dal Moro, the male icon for the
campaign, is from Brazil.
The new campaign marks the company’s
evolution during 2012-2013 and ISKO™’s
renewed strength in speaking “the denim
language”, broadening it to the other denim
senses and defining ISKO™’s importance as
thought leader in the sector.
Marco Lucietti, Global Marketing Director at
SANKO/ISKO™ division, claims: “It has been a
great pleasure to collaborate with Piero Gemelli
for the second time, in order to interpret the
ISKO™ change of identity and positioning over
the past few years. This campaign is the result of
the successful approach leading to the
company’s growth and statement in the sector;
we believe that this will further boost ISKO™’s
presence in the future.”
Image Source: Piero Gemelli, 2014
Image Source: Piero Gemelli, 2014

Industry - Fabric
May 2014 04DENIM CLUB INDIA
Is over-capacity troubling Indian denim sector?
Denim fabric capacity in India has been
increasing in the past few years. And although
domestic consumption is rising alongside,
exports of denim fabric have not increased in a
similar ratio. Many companies are setting up
new denim plants, while a few existing players
are expanding capacities. So, is there a situation
of over capacity in the denim industry?
According to Mr. Rajesh Dudeja of Denim Club,
India currently has a capacity of one billion
meters per annum and a domestic consumption
of 600-700 million meters and with exports
accounting for around 200 million meters. This
leaves a balance of around 100-200 million
meters or 10-20 percent of capacity.
Many forward looking denim players, such as
Aarvee, Jindal, LNJ, Nandan, Sangam, Sri
Lakshmi, have expanded capacity in the last 2-3
years and are continuing to expand capacity.
Nandan Denim is expanding from 80 million
meters to 100 million meters and Mafatlal
Industries Ltd. is in the process of increasing
capacity from 25 million meters to 30 million
meters per annum.
Newer players have also emerged on the scene
like R & B Denims - Surat and Mahak Synthetics
- Ahmedabad, while some projects are in the
setting up stage, such as those of SELgroup and
Anubha Industries.
Speaking to fibre2fashion, Mr Dudeja
expressed, “The demand and consumption of
denim in domestic market has been growing and
is anticipated to rise in coming years. However,
due to continuous adding and expansion of
denim production capacities, the industry has
been facing an oversupply situation.”
Mr Utsav Pandwar – CFO of Ahmedabad based
Aarvee Denims discloses that there is an
oversupply of denim fabric in the market due to
recent expansion and entrance of some new
players in the denim industry. “But the demand is
growing at almost same pace”, he adds.
Mr Siddhant Sharma, VP-Operations at
Rainbow Denim Ltd avers, “There is a supply-
demand mismatch in the around Rs 100 per
meter denim fabric category particularly made
for domestic market, as robust demand mainly in
this segment, led to increase of capacity in the
last 2-3 years.”
When there is a supply-demand mismatch in
favour of supply, the first casualty is margins as
there is extreme pressure to reduce prices from
denim fabric buyers. For instance, net profits at
Aarvee in the quarter ending December 2013
have slipped to Rs 93 lakhs from Rs 2.63 crores
in December 2012 and Rs 11.85 crores in
quarter ending March 2013.
Mr Pandwar admits that the over-supply
situation has affected them too which has also
led to a stiff competition in prices, etc.
Mr Dudeja opines that the oversupply situation
has definitely affected the profit margins of
denim producers and more so for players whose
focus is primarily the domestic market.

Industry - Fabric
May 2014 05DENIM CLUB INDIA
Companies which are also exporting have not
been affected as much, since the glut in buying
of jeans, seen post Id and Diwali festivals every
year, is a local phenomenon.
Mr Siddhant Sharma adds that they visualized
this scenario much earlier and shifted a portion
of their product mix to the Rs 150 per meter and
above segment, so it has not affected them
much. Although, he too admits that margins
have come under pressure.
Regarding the outlook for the rest of 2014, Mr
Pandwar informs, “Consolidation will take
another 6-9 months and we are hopeful that
things will improve in coming times.”
Mr Dudeja expects the same trend to probably
continue and thinks that this over-supply
situation is here to stay. “If at all, and whenever,
the demand catches up with the supply, more
expansion will take place”, he informs.
He adds, “However, all is not yet lost. The players
who joined the industry post 2009-10, need to
introspect and adapt to the current situation.
They might very well need to put in place
professional and robust marketing systems as
well as modify their product mix and take product
innovation seriously, by going beyond using
denim only for bottoms.”
Denim exporters shining as retailers look to Bangladesh
According to industry insiders diversion of
orders from Bangladesh's rivals has opened up
new opportunities for local denim producers,
potentially helping the country to replace China
as the world's No. 1 exporter. The country's
denim industry is poised to go for expansion and
upgradation to cope up with the increasing
demand.
Bangladesh, the second largest producer of
denim products after China, ships around 180
million pieces of denim jeans around the world
per annum, and has more than 5,000 factories
concentrated around Dhaka and the port city of
Chittagong.
"Though other segment of garment is facing
dearth of orders, denim manufacturers are
enjoying good export orders due mainly to an
increase in denim consumption across the
globe," "Managing Director of Argon Denims
Anwar-ul-Alam Chowdhury Parvez told the FE.
He said good price range and quality--the two
factors, helping Bangladesh to fast replace
China as the world's biggest denim exporter.
Source: Fibre2fashion.com
Bangladesh has become one of the most
important centres for denim apparel production
and export across the world. In fact, it has come
up as the second important exporter of denim
apparel to the world market, experts said.
Demand for denim goods has been increasing
with the European Union (EU), the US and
Russia topping the list in denim importing
nations.
A c c o r d i n g t o B a n g l a d e s h G a r m e n t
Manufacturers and Exporters Association

Corporate - Innovation
DENIM CLUB INDIAMay 2014 06
Stretch Fabric With Repreve Debuted by Cone Denim
Cone Denim has
recently debuted
CONETOUCH™
with a REPREVE®-
based technology which allows enhanced
stretch and natural-like comfort. Developed
under the direction of Cone's R&D incubator,
Cone® 3D, CONETOUCH fabric introduces soft
hand denims with the added benefit of recycled
appeal and enhanced performance.
CONETOUCH denim is being introduced this
month at Premiere Vision in Barcelona as part of
an exclusive launch between Cone Denim and
Unifi. CONETOUCH denims are targeted at
women's stretch jeans and comfort-stretch
jeans for men.
Kara Nicholas, vice president product
development and marketing for Cone Denim
says "CONETOUCH with REPREVE
technology brings a new dynamic to stretch
denim." She further adds "People connect with
their denim and these amazing fabrics have the
soft, cotton-like feel we love in our favorite jeans
but with added conforming stretch and recovery
and a sustainable recycled component."
REPREVE is made made from recycled bottles
by Unifi. An average of 8 recycled bottles is used
for making each pair of jeans made with
CONETOUCH denim.
"We have been working with Cone Denim on the
development of this new cotton-like touch
technology," says Jay Hertwig, vice president of
global branding for Unifi Inc. "Applying this
technology to REPREVE makes it possible to
offer high quality denim fabrics containing
recycled content with synthetic performance and
a naturally soft and comfortable hand. This is a
very unique product in the market and we are
excited to introduce it with Cone Denim."
CONETOUCH denims expand Cone's
Sustainblue™ collection of eco-friendly and
recycled denims using recycled cotton and
polyester, and other sustainable yarns including
Tencel®, Flax, REPREVE, and other recycled
materials. Innovations come from Cone® 3D,
which uses a focused approach to combine over
a century of denim expertise with deep science,
emerging technologies and market insights to
provide customers with sustainable innovations
and truly unique product solutions.
Source : Apparel.edgl.com
(BGMEA), better quality and competitive price
range more then 66 international brands
includes Charles Voegele, G-Star, Jack and
Jones, Oliver, River Island, H&M, C&A, PVH and
GAP have turned to Bangladesh in the last
couple of years for denim product imports.
Jahangir Alamin, President of the Bangladesh
Textile Mills Association (BTMA), said many
companies are going to almost double their
capacity.
He added that new export orders for denim
goods have surged by nearly 20 per cent when
fresh orders for knitwear and other woven
products are on the wane.
According to BTMA data Bangladesh currently
produces 30 million yards of denim per month
against a monthly demand of almost 60 million
yards; total investment in the denim sub-sector
is Tk 70 billion. The data also shows that around
25 domestic denim makers supply 50 per cent of
the demand.
Abdus Salam Murshedy, Managing Director of
the Envoy Group, said not only China, but also
some other rival countries including India,
Pakistan, Vietnam and Indonesia are also losing
their market share to Bangladesh for denim
goods in the US and EU market. He said the
country's manufacturers are producing high
quality denim fabric for the world market.
Khandakar Mohammed Saiful Alam, managing
director of Nassa Group, a leading garment
maker, said many western retailers are turning to
Bangladesh to source denim goods. In 2013,
exports of denim products to the US and EU
markets rose by roughly 25 per cent, he added.
Md. Atiqul Islam, President of BGMEA, said
denim orders are being diverted from Pakistan,
Turkey and China to Bangladesh.
According to BGMEAin last ten months 2013-14,
the country's garment makers exported nearly
150 million pairs of denim jeans in men's and
boys category to the world market
Source: Thefinancialexpress-bd.com

Corporate - Innovation
INVISTA and Lenzing Continue collaboration
for Super Soft Stretch Denim
I N V I S T A a n d
Lenzing, two premier
innovators and fiber
p r o d u c e r s , a r e
continuing their
c o l l a b o r a t i o n ,
working throughout
the value chain to bring super soft denim with
enhanced performance to consumers. They are
promoting new styles with TENCEL® and
LYCRA® dualFX® technology from various mills
for autumn/winter 2015/16.
Jean Hegedus, Global Denim Director for
INVISTA said “We’re pleased to see how the
value chain is embracing this concept. These
fabrics really address the consumer’s need for
soft, luxurious denim that performs and keeps its
shape, wash after wash, and wear after wear.”
“Fabric development is at the heart of the
innovation strategy for both Lenzing and
INVISTA,” said Michael Kininmonth of Lenzing.
“To win in today’s market you have to offer
something unique, and these fabrics do just
that,” he added.
Tejidos Royo of Spain and ADM of Pakistan, two
of the mills pioneering this concept, showcased
their latest styles at Kingpins Amsterdam and at
Denim by PV in Barcelona. According to Panos
Sofianos of Tejidos Royo, Royo’s MeSu™ line
includes fine, sophisticated denims made with
TENCEL® and INVISTA’s LYCRA® dualFX®
technology. “With an ultra soft hand feel and
fantastic shape memory, these fabrics go a step
beyond into the future of textile making,”
Sofianos said. Faisal Ahmed of ADM believes
combining LYCRA® dualFX® technology with
TENCEL® makes jeans wearable all year long.
“This opens a whole new segment to us and truly
makes denim the 24/7 garment we want it to be,”
he said.
Textil Santanderina of Spain and Orta of Turkey
will be introducing TENCEL® fabrics with
LYCRA® dualFX® technology for the first time
this season. Ramon Rios, Commercial Director
of Textil Santanderina, indicated they are using
TENCEL® with LYCRA® dualFX® technology
to get shape retention even in super skinny
jeans along with the super soft hand feel of
TENCEL® and cotton. “Called 'Suprelast™' our
collection combines the
natural hand feel of
TENCEL® and cotton
with LYCRA® dualFX®
technology for the perfect
shape and freedom of
movement,” Rios said.
According to Ibrahim
Gunes of Orta, the most
important parameters for
premium stretch denim are
touch and recovery and
that’s why Orta uses
TENCEL® with LYCRA®
dualFX® technology in their
fabrics. “The soft touch and
l u x u r i o u s f e e l i n g o f
TENCEL® allows us to
create a premium look in our
denim designs. At the same
time, LYCRA® dualFX®
technology allows us to
achieve superb recovery
p e r f o r m a n c e w h i c h i s
essential for high stretch denim
that has become so popular over the last three to
four years,” Gunes said.
From North Asia, both Central Fabrics and
Prosperity have created novel options combining
these two fibers. Michael Lam, Senior Manager
for Central Fabrics, indicated that jeans made
from their fabrics with TENCEL® and LYCRA®
dualFX® technology are comfortable to wear
and retain their shape and fit over time. “The
fabric surface is also more elegant, with a
premium aesthetic, whether you’re talking about
tops or bottoms,” Lam said.
Andrew Olah, advisor to Prosperity, believes the
combination of these two fibers allows Prosperity
to create fabrics that offer the best in recovery,
hand feel, stretch, and strength. “This
combination is simply the best of the best and
allows us to create the caliber and quality of
fabric our customers demand,” he said.
INVISTA showcased garments made from the
above mills and others at their stand at Kingpins
Amsterdam and Lenzing at their stand at the
recently concluded Denim by PV.
Source: Businesswire.com

Corporate - Sustainability
Khadi Denim - For The Denim Lovers Who Care
and pomegranate rind. The extraction of color
from these sources, and also the dyeing of yarn,
is done at normal temperature. The colored
fabric, thus, is completely free of hazardous
chemicals, and is safe for the human skin. One
variety of fabric is also offered without any
coloring, and can be used as such or can be dyed
in colors of your choice.
Natural Indigo Dyed Khadi Denim
Handmade indigo denim - with natural indigo
used for coloring the warp - best suited for jeans,
is also commercially available, in weights
ranging from 10 oz to 12 oz. The yarn is dyed with
natural indigo with 10 dips to give it the proper
color depth and for getting the wash effects.
Exclusive Selvedge Denim Fabric
The handloom denim fabric is woven on the
traditional hand-operated looms, and comes with
the much sought after "clean edge" or selvedge,
which is formed when the single continuous
cross-thread (weft) returns from the edge of the
fabric.
For more details regarding khadi/handloom
denim, visit http://www.handloomdenim.com.
DM/AW2014/MC002
Hand Crafted, worn out
Khadi denim jacket
in choclate brown with
calligraphy print lining
and seal of the signature
buttons.
A naturally soft, eco-friendly, comfortable to
wear, chemical free denim - it does sound
unbelievable. However, the reputed fashion
designer, Divyam Mehta, recently created a
collection of jackets made out of hand-made
denim. One of the exclusive handcrafted
jacket is seen here, and the picture speaks
for itself.
Here is the denim fabric which has all these
years lived only in the imagination of fashion
designers. It comes with a very soft hand-feel
and the high breathability makes it very
comfortable to wear.
100% Authentic Handmade Cotton
Denim Fabric
The entire process of making fabric from yarn is
hand-based, involving hank dyeing, hand sizing,
hand reeling, hand warping and hand weaving.
The handwoven denim is made out of 100%
cotton yarn, and is offered in two basic varieties,
based on the type of yarn used for producing the
fabric:
— Handloom Denim : made using mill yarn
— Khadi Denim: made using hand-spun yarn.
Chemical Free, Natural Colors
Taking the concept of sustainability further
Denim Club has introduced handmade denim
which is 100% chemical free. The color used for
dyeing the warp yarns is extracted from natural
sources, like, the leaves of a eucalyptus tree,
PhotoCourtesy:DivyamMehta

From The Denim Directory
Denim Industry Who's Who
Mr. Paresh Chandan,
Aru Enterprises, India
Mr. Paresh Chandan started exploring the denim industry from Mumbai in
1986 where he began with a small manufacturing unit making denims for
women and kids. He later moved to Bangalore and founded Hard
Currency Jeans for men in 1995 and the brand soon became very popular.
Hard Currency debuted with Karnataka and Kerala markets, and even
today they are the brand’s biggest markets.
After being a success in South India, Hard Currency has now moved up North, targeting Pan
India and also has had success with exporting to the Middle East. Mr. Chandan saw a bigger
potential and opportunity for denims in the II and III tier cities in India and exploited this idea.
He has single handedly created and nourished Hard Currency Jeans to become a
successful and well known denim brand, producing 22,000 garments per month at present.
Having a good foresightedness and tactics to handle the instability of the current market, he
has also launched an economic brand under Hard Currency known as “10 Pound”. 10
Pound has been high in demand as well, as it shares the goodwill of Hard Currency and is
truly value for money.
Mr. Chandan has a knack for design, quality, presentation and market forecasting. With the
base of his exceptional discipline, business values, policies and ethics, he has been able to
make a name in the Indian denim industry.
Founder & MD
Mr. P. Kasiviswanathan, Head of Indian Operations
Picanol India Private Limited, India
Mr. Kasiviswanathan is an eminent personality in Textile Industry and is
spearheading the Operations of Picanol Group in India. He is B. tech in
Textile technology from well-known ANNA University, Chennai, 1983-87
batch followed by M.B.A in Marketing management from Regional
Engineering CollegeThiruchy (TN) year 1987-89.
Mr. Kasiviswanathan has over 26 years experience in Indian Textile industry and has been
deeply involved in the spinning, weaving and processing industry. He possesses thorough
knowledge of almost all supply sources of textile machinery. All of his experience has been
associated with selling of world class imported spinning, weaving and processing machines
in India.
Mr. Kasiviswanathan has in-depth knowledge of all India textile industry market and is a
close follower of Indian textile policy and implementation. He is well-known in Indian textile
industry and positioned in Delhi for the last 20 years.
He has been a member of the Picanol Group (NYSE Euronext: PIC) for the last 20 years and
has been head of Picanol India since 2008. His main focus is on sales of Picanol weaving
machines, sales of original Picanol spare parts and accessories, the PCB repair station in
New Delhi for the repair of electronic circuit boards of Picanol looms and the complete
servicing of Picanol.

Events
Show Report :
Denim by Premiere Vision, Spain
The recent edition of Denim by PV, held for the
first time in Barcelona was successful. The
specialized denim show held in Hall 8 of the Fira
Montjuic, on 21-22 May 2014, was crowded with
international denim and jeans insiders. Visitors
and exhibitors alike appreciated the new
location.
Despite many insiders having felt skeptical
about the move to Barcelona and the recent
debut of Kingpins in Amsterdam, the general
attitude that pervaded the show was
enthusiastic and optimistic. An international
spirit pervaded the event with visitors coming in
from Europe, US, Japan andTurkey.
Chantal Malingrey, director, Denim by Première
Vision commented at the opening conference
"We are not here to gamble or play around. This
is a longtime engagement with Barcelona. We
decided to move to Barcelona because it is
important for the business of the denim
community to be on the move and to be alive" He
further added "We had checked several
possibilities but decided for Barcelona because
the city has the perfect mix: it is cosmopolitan,
the infrastructure is great and it is about art,
design, fashion and lifestyle".
Comfy and earth-friendly
The trends focused especially on improving
performance and visual aspects of already
existing denims, while keeping in mind
functionality and comfort. Almost every
company is launching its own selection of
denims that resemble indigo sweatshirt
material. Hi-function stretch remains a strong
trend and Isko, launched its Isko Mens selection
of stretch fabrics that is also recalling attention
for women’s jeans employ, also looking for
masculine aspect comfortable fabrics.
Focus also remained on Sustainability -- Bossa
presented a new selection of its Re.Set denims
made with 100% recycled fibers – 30% is
recycled polyester and the remaining 70% is
made with recycled cotton. Calik has launched a
series of denims made with natural fibers,
including one that employs Crailar, a natural fiber
similar to linen. Archroma has launched its new
and wide selection of eco-friendly dyes – Optisul
C – requiring lesser water. Mactec, presented
Icelite - its own exclusive technology that “de-
colors” garments by using recovered CO2 with a
clean, safe and ecological system that enables
to save up to 40 liters of water per treated
garment. Label manufacturer Label Mark
presented its new Mad’ collection of labels and
packaging made with a new cellulose material
that looks, feels and can be treated and dyed
exactly in the same way as leather.
More novelties
Tavex has launched a new stretch denim treated
with a special permanent finish that can have
anti-cellulite effect on its wearers.
TextilSantanderina offered a selection of
stretch cotton-Tencel jacquard denims
characterized by innovative weaves and optics.
Orta developed a new Round Midnight selection
of denims characterized by special opaque
coatings that convey a smart and cool aspect to
fabrics. Denim Valley by Tejidos Royo, through
the Fundacion Jose yAna Royo, has presented a
new collaboration with design school IED.
Source: Sportswearnet.com
Image Source :Denimbypremierevision.com
Image Source :Denimbypremierevision.com

Industry - Network
Mr. Mohit Vora, Head of Marketing
Vivaa Tradecom Pvt. ltd., Ahmedabad, India
Mr. Nilay Vora, DirectorGlobe Textiles (India) Pvt. Ltd., Ahmedabad, India
Mr. Viraf Turel, Partner
E. H. Turel & Co., Mumbai, India
Mr. Gaurav Jain, Managing DirectorPunto Denim, Delhi, India
Mr. Niraj Wadhwani, Managing Director
Vijay Enterprises, Ulhasnagar, India
Mr. Lee Wihongi, OwnerMana Jeans, Cronulla, Australia
Join the World’s only Denim Business Network
and Connect with Peers, Customers and Vendors
Denim Business Network
for complete details, visit www.denimclubindia.org
Denim Club Welcomes Recent Members of

Denim Club Newsletter : Issue May 28, 2014

Denim Club Newsletter : Issue May 28, 2014

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Denim Club Newsletter : Issue May 28, 2014