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Stori, a new brand of men's apparel, was launched in the city recently. A report.
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PULSATING MUSIC, rhythmic bodies and glamorous faces... fashion shows are a predictable monotony. So when the Kolkota-based Chaya group decided to launch its all-male ensemble brand `Stori' at the Flame Le club of Le Royal Meridien, one expected the fare to be on similar lines. But the `Stori' was different.
More than just sashaying, the show succeeded in displaying an array of aesthetic collection comprising casual and semi-casual shirts, chinos, trousers, jackets and denims, providing an insight into the designer's personality. Though the collection was designed more towards the Western side, a new trend for both wacky and wearable clothes was visible in the designs.
As Vijay Kapoor, consultant for Stori, pointed out, "We concentrate basically on smart formals. Eighty per cent of our range consists of pre-washed garments. And in every 15 days, we launch a new product in terms of design, colours and models."
From its humble origin as a fabric trading company, the Chaya group has come a long way metamorphosing into a brand in 1998, which it claims spells attitude. The group today boasts of a state-of-the-art manufacturing facility in Bangalore and has plans to open exclusive `Stori Personality' showrooms in all the four metros.
But in an apparel market already saturated with major players, how feasible is it to make one's presence felt, let alone capture it? "We need not have to capture the market. Without any advertising, we were able to generate a turnover of Rs. 10 crores, that itself speaks volumes," says Vijay. Stori will open its first exclusive outlets in the city at Spencer Plaza and T. Nagar before Diwali, added Vijay.
As a promo for the brand says will this be "the beginning of a STORI that never ends"? Let's wait and see.
SANGEETH KURIAN
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