Tex Talk

Lightweight trousers have a definite market

P S Sundar

The latest cotton trousers doing rounds to beat the summer heat are being promoted as lightweight. With the advent of the wrinkle-free cotton fabrics, a new chapter has opened in the fashion world of summer wears in India. The biggest claim that hit the market is the synthetic characteristics of these cotton dresses that don't call for hard ironing. All the same, there were complaints from the corporate world that cotton trousers were heavy. In the hot Indian summer days, the heavy material is a drag. That's where the new lightweight trousers create a niche for themselves. Considering that the corporate executives are prepared to shell out a decent sum to possess such trousers, major companies have come out with several such lines in their brands. But, more importantly, they pack their trousers with attractive tags that try to create an exclusive pride title for the possessor. Peter England, for instance, has come out with its British Micros dressline trousers. Going under the brand's insignia, 'Honestly impressive', the trousers claim to have the 'Original British Style.' Another tag in British antique black colour sports in small white prints mesmerising words: A tribute to fine sartorial craftsmanship. Rendered in lightweight fabric and detailed to Godly perfection in its gracious fall and unmatched fit. These trousers hold many surprises for the discerning wearer. The details are classy and exquisite. The subtle shades coupled with a distinct suave style, epitomise the quiet elegance of the formal dressing." What does all this sum up to? 'Walk tall at any formal occasion," says the last word. Yes, Peter England's this line is for formal wears. Professed to be English Cottons and imported-cotton rich fabrics, with a birth date extending to 1888 in the UK, these dresses have a historical lineage. In India, of course, they come from Madura Garments and hence, there is a definite mix of conservatism with contemporarism. The most impressive of them is the lightweight character. These trousers are priced Rs 740 plus. Some of the indigenous manufacturers also have a definite answer to beat the heat with light cotton trousers. Take the 'Tibre' brand of trousers promoted as the ones which look formal, but feel casual. Manufactured and marketed by the Coimbatore-based Gangotri Textiles Ltd, these trousers are also being sold this summer with the claim: 'Walk the cool side.' The impressive claim runs like this: "Presenting trousers that feel like a refreshing dip, when the mercury is climbing. Made from exclusive natural yarn that is uniquely lightweight as well. Just what you need to slow down the Celsius.

Recently this columnist came across in Karur, a textile centre in Tamil Nadu, collections of well-known brands of lightweight trousers selling high. A dealer claimed a turnover of Rs 1.25 lakh each month. Understandably, this segment has already caught up the market. All that has to be done is to popularise the cool comforts of the cotton trousers making people go in for at least new pair of pants each year. A number of companies are known to concentrate on cotton shirts, but the trousers are a separate segment by themselves. Again, it is the lightweight that adds to the significance this season, not just cotton trousers. Even the British Micros trousers contend that their pants are 'the perfect dress partners to the celebrated British Micros dress shirts.' The reason is: A light weight pair of trousers cannot go well with a heavy shirt irrespective of whether both are cotton. So, mixing comfort with weight and presenting the trousers in style is a growing segment. If the pricing can be attractive, the market is, indeed endless.