Urban Blackberrys, the leading youth denim brand from the stable of Mohan Clothing Co Pvt Ltd, has now come up with its new brand ideology –“Why Plan”, signifying the spirit of a wanderer, so that today’s urban youth can relate to the brand in a much smoother way and seamlessly. The company had also commissioned the Bangalore-based design agency Four Dimensions Retail Design to come up with a new retail identity for its three different brand identities that include the parent brand Blackberrys, “Urban” Blackberrys and Blackberrys “Casuale”.
“The new brand ideology reflects the personality of an urban wanderer. Why plan a life when we don’t know what is in store in future. It addresses the expressive and confident fashionable individuals who are authentic in nature and curious by personality. With this vision we aim to provide our customers with a wide array of youthful & spirited options that take care of both fashion and quality. The wanderer has a soul that is curious, style that is hipster and attitude that is confident and expressive. ‘Why Plan’ is rooted in the philosophy that life is full of possibilities and one should discover and experience new things,” said Ramesh Kaushik, VP–brand experience, Blackberrys.
Interestingly, the company had launched Urban in 2014 as a sub-brand with Blackberrys and subsequently hived it off into a separate retail entity in June 2017.
Malika Misra, head, product merchandising, Blackberrys, said that there was a huge gap in the trendy casualwear segment in the market and Urban Blackberrys has filled up that gap, targeting the consumers in the age group of 18-25 years. The brand, which, at present has 12 outlets, is looking at expanding its retail presence and adding 50 outlets within the current fiscal. Of these new outlets, as many as 15 will be company-owned and 35 will be franchise-owned ones.
The Urban Blackberrys store offers coolest range of streetwear clothes and is exquisitely designed for young and free-spirited Indian men. Inspired by the season’s trends around the world, the Urban Blackberrys collection brings the blends of cotton and linen fabrics to ensure comfort. The range of candid denims, printed shirts and expressive t-shirts & trousers are crafted to compliment every look. Going forward, the brand will increasingly focus on blazers and more denim offers, she said. The company is gearing up to turn it into a Rs 1500 crore brand over next couple of years.