Making a splash

Kalyan Kumar COO – Splash Fashions India talks about the brand growth at the launch of the second standalone store in the city

March 31, 2015 08:23 pm | Updated 08:23 pm IST

Kalyan Kumar, COO of Splash. Photo: R. Ravindran

Kalyan Kumar, COO of Splash. Photo: R. Ravindran

Cool, crisp and solid… indigo is all the rage. Given the popularity, this hue is something people don’t tire of. “No wonder we sold 71 per cent of our denims last year. The number has only got better this year. Denim is back in a big way,” says Kalyan Kumar COO – Splash Fashions India, who was in the city for the launch of Splash’s second standalone store.

The new outlet in Express Avenue stocks their new collection Blues, comprising jeans, shirts and tunics, in keeping with the current trends. “Our clothes are very youthful and operate between contemporary and fashionable,” he says. Splash opted for the 90s feel — Nautical Look, Surf Base Story, Bold Blood, a mix of sports, spunk and floral for its summer collection.

“Floral prints are big again. We see Indian motifs as an emerging trend. So is the trufer look,” he says. According to Kumar, an IQ-based product category is on the rise — trousers with flexi waist, super-crease trousers, stain-resistant denims… those that just make life easier.

For fans of the sporty look, there are sports-inspired denims with number appliqué and cut- and-sew work. Linens are trendy and a perfect choice for the harsh summers.

“Incorporating Aztec prints, Ikat and tie-and-dye techniques is a great idea as these are also in vogue,” says Kumar.

Splash’s tryst with fashion started in 1993 in Sharjah. Gradually, it made inroads into the world market. Hyderabad saw the country’s first Splash store in 2008. Fourteen countries. Two hundred-plus stores. That’s how far the brand has made it. Dubai is the headquarters, where all the designing is done. Eighty per cent of that makes its way to the Indian market. The remaining 20 per cent is designed in Bangalore to cater to the domestic market. There are mild differences between the markets. For example, the Surf Base Story is largely a beachwear collection for men in Dubai, but for this market, it is resortwear and holidaywear in pastel shades, using techniques such as denting, cold pigment dying and tie and dye.

“The Splash fashion show that happens in Dubai every March and September showcases an edgy collection. We will soon be presenting that collection here,” he adds. Given the rise in high-street fashion labels, how does a brand like Splash fare? “Price and fashion are Splash’s USP.”

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