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Triggers a trend
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Trigger unveiled a new collection of jeans for summer at a fashion show
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Pic. by S.R. Raghunathan
TRIGGER, THE denim brand, is repositioning itself as a "youth icon band," turning out "new collections" and taking on "new attitudes." Shrugging off its "price-conscious tag," it is all set to give itself a "high-end-fashion-provider" tag. It will also sport a new logo: "Trigger 1932 Jeans Inc."
According to company sources, Trigger will be widening its range by launching 14 new collections this year. Actually, the process has already begun.
Recently, models catwalked at the Le Royal Meridien, showcasing Trigger's summer collection, comprising five lines.
Let us get down to the basics. "Basix" is all about five-pocket jeans "that take you to those days when you were bunking classes and forming garage bands." Five-pocket jeans come in "a variety of cuts that have been crafted from pre-shrunk denim."
Models in racing gear showcased "Burnished," denims that are said to be silky soft with a salt-and-pepper effect. "Among the other collections are `Corroded' which are jeans in sludge tones, `Wounded,' open blood-stained denims, and `Abyss' which capture the colours of the ocean."
It is said that Trigger will enter the kids and women western wear segments in August or September this year.
P.F.
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