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15-June-2014

Observing the growing demand for the sportswear in the country, Bangalore-based Mischief Clothing Pvt. Ltd. launched its men fashion brand 'Rick Rogue' in the year 2007. The brand is known for its styling of denims with latest embellishments and variety of trendy washes.

The brand started with cargos, and developed denims. Rick Rogue conjures up an image of a biker with rugged look and that is why the name of the brand was such chosen. It caters mainly the youth and fashionable people. The USP of the brand is that “we are giving the most upto date fashion in the mid segment and that affordable price range. We mainly focus the international fashion trend for the consumers between the age group of 15 and 40 years.

The main products of the company are men's bottom wear. i.e. denims, cotton trousers, and shorts. The company produces more than 250000 pieces per annum with prices ranging from Rs 1295 to Rs1895. It has a high end limited edition to tune of Rs 1995 to Rs 2295. The brand mainly caters to youth and mid age people.

Rick Rogue has 715 MBOs in the country. Those are in Kerala, Andhra Pradesh, Maharashtra, Chhattisgarh, Odisha, Jharkhand, West Bengal, Delhi, Rajasthan, Madhya Pradesh, Karnataka, Gujarat and Haryana. It also targets Uttar Pradesh and Punjab in next couple of years as told by Mr. Manish of the company. Recently it has added Gujarat and Haryana into its fold.

The company wants to make MBO presence much stronger and at the same time enter export front in full flash. With brands turnover touching at Rs 20 crore in financial year 2013-14, the company is growing around 30 per cent per annum.

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