'Jealous 21' Makes A Mark With Women's Denim

‘Jealous 21’ Makes A Mark With Women’s Denim

Women’s wear label ‘Jealous 21’ which was setup in 2006 has now touched a turnover of Rs 150 crores. “The brand is for college goers and someone who has started working so it’s a brand for young girls. ‘Jealous 21’ makes a person confident and stylish,” Modita Tripathi, chief brand manager, said.

The brand’s USP is the three hip sizes offered under its denim category for every waist size. The latest Autumn/Winter ‘15 collection too revolves around the three hip sizes for every waist size. “We had associated with miss Universe Paulina Vega to launch an exclusive collection of jeans, top wear and dresses. We have followed themes and stories for this range that expressed confidence and intelligence. Floral stories for T-shirts and dresses and in denims we have a new innovation called Dynamo denim. It is sustainable, stretchy and well recovered fabric,” Tripathi said.

The brand is retailed through 500 stores, a combination of various retail formats. Jealous 21 is present in large format stores like Pantaloons, Reliance, Central, Brand Factory and company’s exclusive stores and franchises. It is also available online. “Contribution of online is growing. Being a jeans brand earlier we used to wonder how the label will perform online. Now it’s selling well. Ecommerce is making people more aware and making things accessible to them. As of now, we are only available on Amazon,” Tripathi added.