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Go against the flow
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Indigo Nation's flagship store is all about attitude
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FUTURISTIC The feel is distinctly cosmopolitan
The store firmly tells you Best Before 30 and if that is not exclusionary, what is? Perhaps Upen Patel smirking from a really huge picture in the lobby in the Indigo Nation brand flagship store. "Oh, he is old and we are going to replace him soon," is the casual comment. What was that about 15 seconds of fame? Barely have we figured out what he was doing in 36 Chinatown apart from striding through the frames in a towel that clung determinedly to his waist, he is deemed overexposed and stale. It is war out there, darlings.
Cosmopolitan look
The theme of the store matches the brand's contra formal line. Futuristic, with an impression of vast open spaces, the interiors boast a muted palate of grey, pale moonstone, soft silver and soothing slate. The colours give a distinctly cosmopolitan look to the store and also a neutral background to show off the collection. There is enough of white to give a crisp cool look.
There are specific areas for different moods from the straight (presumably for the sober, staid, over 30s) to the showy. Incidentally, if you do not have the patience to colour coordinate your shopping, the store has the clothes perfectly matched and accessorised with shirts, trousers and ties all put together according to colour.
Then to keep up with the cool dude image, there are headsets you can borrow and listen to music as you shop. The lounge section is just that — a hangout for the young and restless to unwind with some retail therapy.
The contra collection experiments with corporate wear apart from club wear. The focus is on half-sleeves and white. The silhouette is trim. Lemon, pink and mint are the hot, haute colour options now. Pink is huge right now and one of the fastest moving choices. Blame it all on Heath Ledger and Brokeback Mountain!
Contra formals
Colour duality is another area that the contra formal look revels in. Pastels and light surfaces stand out with stripes and checks in bright and mid-bright tones. Then there are engineered panels for a diffused look.
God is in details and the detailing in collars, cuffs and the back yoke give a smart look to the clothes. Contrasting cuffs and collars add a touch of whimsy. Herringbones and twill are used for a finely etched appearance. Trousers — slim, low and mid waist — use lightweight blended summer fabrics.
Indigo Nation believes in engineering obsolescence. Translated it means the brand is committed to never repeating styles.
The contra formal range is priced between Rs. 899 and Rs. 1,099. So let us raise a toast to the millennial man who is not afraid to obsess over the little details and a kiss of embroidery at a store where he could chill out with friends and buy some too.
The store is on 100 Foot Road, Indiranagar. Phone: 25210134/ 32973459
MINI ANTHIKAD-CHHIBBER
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Metro Plus
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