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Monday, May 17, 2004

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For POWER dressing


IF YOU are the young man, poised to take centrestage in the corporate corridors and want to indulge in some power dressing, head for the first exclusive store devoted to the two clothing brands, Genesis and Basics, on M.G.Road.

The store racks the entire range of Genesis and Basics shirts, trousers, neckties and belts. Suhail Sattar, partner of Hasbro, the company that owns the two brands, is optimistic about tapping its customer potential. "Kochi has consumers who are upwardly mobile, discerning, brand and quality conscious. We want to capitalise on it," he says.

Targeting the lifestyle cycle of a customer, it has also launched its "Fully Loaded" range of cargo trousers and shorts made of fine quality twill and golf ball washed at price tags of Rs.999 and Rs.699 respectively. Black, off white, navy blue and beige are the down to earth color options. To supplement their Basics range of smart casuals is the unique "No Sweat" T-shirt made from 100 percent Fortrell. These T-shirts, available in basic and Rugby shades, tweak moisture away from the body to keep the wearer feeling cool and dry in these humid climes.

Under this portfolio is included the latest craze of shirts in slim cuts which is being touted as the flavour of the season because of its lean and fitted look. Also in keeping with seasonal wear is the Check brand of tartan-patterned shirts livening up your summer with its tangy pastel shades. Under the Genesis logo which bears the tag proclaiming it the "formal wear that gentlemen prefer" comes an enticing Italian line which boasts of keeping up to date with the latest trends in formal wear.

At present they are experimenting with cut away collars and two button collar shirts. Also to freshen up your wardrobe is the white collection of shirts in various structures and fabrics, Wear Air Linen trousers, Basics Sports trousers of twill and Primo-cotton trousers which they claim are stain-free, wrinkle-free and lightweight.

With an eye on establishing itself as the premier menswear brand in the Southern markets, the outlet has resorted to some competitive pricing, which Mr. Suhail Sattar says, "is done to project us as a premium economy brand." The shirts are priced between Rs. 499 and Rs. 799; trousers priced between Rs. 599 and Rs. 999; ties and belts costing between Rs. 295 and Rs. 495.

RAKHEE MOHAN

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