http://fashionnews99.blogspot.com/,Nike, Adidas and Reebok

http://fashionnews99.blogspot.com/

Traditional sportswear brands such as Nike, Adidas and Reebok as well as casualwear brands such as Puma and US Polo are fighting it out in the latestfashion segment.
"Since participation in sport is still not very high in India, there is a greater propensity to buy into sports lifestyle products. This is clearly expanding the overall consumer base," said Sanjay Gangopadhyay, marketing director at Nike India.

This month, Nike introduced the "remixed" versions of its iconic performance products. For instance, its dry fit running jacket for athletes was introduced in a light-weight coloured model for the average urban youth. Its main rivals, Reebok and Puma, are already strong in this segment.

Fila, which is setting up direct presence in the country, will position the bulk of its merchandise in the country on the lifestyle angle to enhance its acceptability with the Indian consumer, said Rajiv Bajaj, CEO of Fila India.
Arvind Lifestyle Brands launched apparel brand US Polo—licensed by the US governing body for Polo—in May to align itself with the overall trend that is in sync with casual dressing.

Delhi designer Ritesh Kumar to represent India at the Japan Fashion Week

For Delhi-based designer Ritesh Kumar, futurism has a whole new connotation. “I have often wondered why every time we talk of futuristic design, we can only come up with exaggerated assumptions, like people in spacesuits. The world is increasingly moving towards being more technologically enhanced, so I feel the future of design lies in man-made solutions,” says the 28-year-old alumnus of National Institute of Fashion Technology (NIFT). Accordingly, Kumar’s spring-summer collection 2010, called Sensawunda (or sense of wonder) involved elements like pipe rings, acrylic and vinyl rings, blended in as collars or button holes or, sometimes, as chic surface embellishments on extremely wearable and trendy ensembles.

It was probably this quality of innovation that wowed Atsuo Nakagawa, the chairman of the Asian Designers’ Collection 2010 committee, when he visited Delhi last month. Nakagawa was in town to select one young Indian designer to showcase at the Japan Fashion Week in March as part of the emerging young Asian designers’ show. The five shortlisted candidates included city designers Varun Sardana, Alpana and Neeraj, Samant Chauhan and Varun Bahl, but it was probably Kumar’s conceptual designs, which swung the decision in his favour. Last year designer Nitin Bal Chauhan had showcased at what was the inaugural emerging Asian designers’ show.

http://fashionnews99.blogspot.com/search?updated-max=2009-11-19T10:07:00-08:00&max-results=1