REIKO – a Unique French brand specializing in Women’s pants that started in Marseilles in 2009 is today a rage the world over –it had begun with the jean, a strong element of its identity with different skinny and slim fits, and then developed into ready-to-wear collections still with a different range of pants, jackets and pullovers. Reiko, known for its chino jeans, is now making its India entry with its famed line of the Sandy and Sandrine Stretch Chino pants. The chino today sits alongside the denim jean as a piece of clothing that forms an important part of daily fashion choices. Its utility and relative inexpensiveness have increased styling freedom, making it a universally popular piece of clothing. Reiko says the label was born with a determined objective: “to give women’s pants an everlasting look, modern and casual with good pricing” whilst maintain its premium quality and positioning.
While making its India entry, the brand has chosen Denim Story, Mumbai-based premium denim boutique, as its retailer. Founded by Suchita Vaswani & Mala Hemnani in 2009, Denim Story is India’s first luxury denim boutique. It then filled a void that existed where Indian buyers of international brands either had to shop abroad, or were at the mercy of ‘importers’ who lacked any product knowledge, and could not give correct advice or buying experience. Denim Story’s dynamism in working directly with the international brands (through their heads, and not agents), keeping a pulse on upcoming trends, new collections and fashion-forward brands gaining worldwide popularity in the global fashion industry ensures a good first-hand understanding on styles, fits, cuts, product knowledge, trend forecast…..what the stores like Bloomingdales are buying… which pieces are forecasted to be the most popular… what the celebrities are looking at, etc.
“Our brand is about looking good and buying right – where the bottoms you wear also compliment the whole look you have put together – buying pants that make that difference to the whole look! Buy a pair that take you all the way – long shelf life – a quality pair that is a classic in your wardrobe for a very long time – versatility – usage – usefulness,” says Mala, “and this is where Denim Story is different… we specialize in the product knowledge which we pass on to the customer – an expertise on fits and styles best suited to your body type so you buy the most flattering pair; stretch content, right size (whether to buy a size up or down), advice on styling & occasion wear, on care & maintenance. We are not just ‘retailers’, but consultants, advisers, stylists & personal shoppers.
Today the Chino is an essential item of clothing for millions across the globe. Its popularity has seen it become a permanent fixture on busy high streets of all cities. While you can now find the Chino in almost every store in a number of styles, cuts, colors and in a variety of prices, what is difficult to find is a branded chino that captures the essence of what it is: light, rugged, versatile, reliable, and with a great comfortable fit. REIKO’s offering not just ticks all these boxes, but the brand stands tall amongst its peers – something that we wanted the Indian consumer to get an experience of.
The launch range’s piece-de-resistance is the Sandy Stretch Chino Jeans – this is a chino and jean all in one, with the stretch content you would find in a denim, matched with a flattering fit of a slim leg jean – and voila! A sexy looking, great fit, super comfort, Stretch Chino! We could not think of anything better for your holiday, your travel, or the summer months. It has the perfect relaxed fashion look.”
Denim Story offers a unique concept of a personalized shopping experience. Apart from the in-boutique service, clients can even initially consult over phone, emails or messages, based on which a collection as per their requirements is put together for them to choose from, which can be sent to their homes. Their Jeans-To-Go service is where clients can take the jeans home for a day to try on in the comfort of their home, with their choice of accessories & tops, and even take advice from friends & family. Payments, hemming / alteration, or return pick-ups from home are arranged. Denim Story also takes special orders for specific products & provide a concierge service!