Apparel August 2019 Apparel August 2019 issue | Page 104

FYI
EQUATION
Trendy, eclectic, and
uber-fashionable
EQUATION is a spirited new brand from Dfrnt
Clothing Pvt. Ltd in the men’s fashion space,
offering distinguished products on the premise of
quality, innovation, and craftsmanship. The brand
is characterised by stylish cuts, superior materials,
and top-notch stitching, which are hitherto seen
only in high-priced premium brands. The biggest
plus point of the brand is its unmatchable pricing
that ranges from R549 to R999, with the goal to
capture the huge mass market that demands
branded products at affordable prices.
Launched as a formalwear brand with an initial
offering of formal shirts, EQUATION received
tremendous response in the markets it launched.
Backed by an extensive media campaign, it was
able to rope in quality retailers who were keen to
add a fresh and dynamic brand to their portfolios.
Buoyed by the success of its formalwear, the
company launched a range of casual shirts under
the sub-brand EQ JEANS. Encompassing superior
washes, innovative treatments, and exemplary
styling, it has captured the imagination of the youth
in a short span of time. The brand also has a wide
collection of another wardrobe staple: chinos,
which augment any kind of dressing.
98
I APPAREL I
August 2019
EQUATION was a showstopper at the recently
concluded 69th National Garment Fair at Mumbai. With
its fashion-forward Autumn Winter 2019 collection and a
beautifully designed stall, it was one of the most talked-
about brands at the event.
Having tasted success in the domestic market,
EQUATION has also made deep inroads in the Middle
Eastern, African, and South American markets. With its
eye fixed on untapped markets, EQUATION is looking
for high-performing domestic retailers and distributors to
match its growth story.