Innovation and Tradition Merge: Gargee Designer’s approach to men’s fashion | Apparel Resources

A contemporary menswear brand known for its bespoke formal and wedding attire, Gargee Designer’s is renowned for its immaculate tailoring, keen attention to detail and commitment to premium craftsmanship. The brand curates its collections in an effort to celebrate life’s beautiful moments. Founded in 1980 by Shyam Gupta with a modest investment of Rs. 1000, Gargee Designer’s today has evolved into a symbol of quality and innovation. The brand’s legacy, inspired by the vision of its Founder, is faithfully maintained by his son and current Designer and Director of the brand, Ravi Gupta, who not only upholds the commitment to quality but also injects it with his own innovative design sensibilities which are in tune with the evolving consumer base of the present day. The brand offers a range of products tailored for diverse occasions. In the wedding segment, it offers bundis,   kurtas,   sherwanis, tuxedos, Jodhpuris  and Indo-Western attire, whilst the lifestyle category features bandhgalas, blazers, bomber jackets, down vests, shackets/safaris, formal suits and shirts. Retailing onwards of Rs. 8,000 and above, the pricing of each product is reflective of the intricate craftsmanship invested in its creation. “We aim to offer a range of price points within our collections to ensure accessibility while maintaining the quality and uniqueness synonymous with the Gargee brand,” Ravi Gupta, Designer and Director of Gargee Designer’s, told Apparel Resources  in an exclusive interview. He further added, “The focus on bespoke formal and weddingwear stems from a dedication to crafting garments that reflect not just elegance, but also the individuality of each wearer on their special occasions.” Prior to stepping in to his father’s shoes, Ravi acquired a BA in Design and Technology and also participated in prestigious competitions like ‘WOW’ in New Zealand, ‘The Debut’ in Delhi, ‘Haining Warp Knitting Fashion Design Competition’ in China and ‘Swatch Alternative Fashion Week London’. Previously, as an assistant designer at Shahi Exports Pvt. Ltd., he also accrued valuable industry insight that have aided in taking Gargee to new heights. TARGET MARKET AND DECODING THE CONSUMER PSYCHE TARGET MARKET AND DECODING THE CONSUMER PSYCHE
Gargee aspires to resonate with men of various age groups and diverse body shapes, emphasising inclusivity in its designs. Its target market expands globally, serving both Indian and international audiences with the designs catering to a wide spectrum, appealing to young professionals seeking contemporary styles as well as individuals who appreciate timeless elegance. “We’ve noticed a significant shift in consumer perception, with a growing preference for quality over quantity in the clothing industry. The current cost of living challenges, coupled with heightened sustainability concerns related to fast fashion, are steering individuals towards a mindful approach. Consumers are now opting for fewer, but higher-quality garments, driven by the desire for longevity in their wardrobe choices. At Gargee Designer’s, we celebrate this shift and continue to prioritise craftsmanship and sustainable practices in response to the evolving preferences of our discerning clientele,” Ravi emphasised. TECHNIQUES AND DETAILS TECHNIQUES AND DETAILS
The brand intricately weaves tradition and modernity into its business. Gargee celebrates traditional craftsmanship in its designs, ensuring a connection to heritage while it stays abreast of contemporary trends, infusing modern elements to cater to evolving tastes. This fusion is not just reflected in its formalwear and weddingwear lines, but also guides its business strategies. What sets Gargee apart from other menswear brands is its comprehensive fashion approach. Unlike others, Gargee offers a diverse range of products that span from casualwear to occasionwear, seamlessly blending classic elegance with contemporary aesthetics. “What truly distinguishes Gargee is our emphasis on customisation and bespoke orders, enabling clients to personalise garments, reflecting their unique style,” Ravi stated. MATERIALS, MANUFACTURING AND SOURCING MATERIALS, MANUFACTURING AND SOURCING
Today, Gargee Designer’s comprises 100 individuals, with 30 dedicated employees in various roles and 70 skilled artisans contributing to its intricate designs. Ravi believes that the heart of their creative process lies in their in-house manufacturing unit located in Delhi, where every piece comes to life. This centralised approach ensures meticulous attention to detail and quality control. In terms of fabrics, the brand offers a diverse range, including linen, cotton, denim, poly silk, cotton silk, poly viscose and more. “While we source fabrics from well-known Indian mills, we also believe in offering the finest quality, and thus, some fabrics are procured internationally from renowned sources like Scabal (Italy), Loro Piana (Italy) and Dormeuil (England). This strategic mix ensures a rich variety and superior quality in our collections, aligning with our commitment to providing our clientele with meticulously crafted and distinctive menswear,” Ravi stated. Gargee Designer’s outsources threads from the renowned German brand Gütermann. Additionally, for materials essential in crafting coats, such as padding and fusing, Gargee trusts the exceptional quality provided by the German brand Freudenberg. COLLECTION AND RANGE PLANNING COLLECTION AND RANGE PLANNING
The brand mostly releases two-three collections annually, primarily following a season-based schedule. Each collection is thoughtfully curated to align with the evolving fashion landscape, ensuring its clientele has access to fresh and relevant designs. This approach allows it to stay attuned to seasonal trends while maintaining the brand’s commitment to timeless elegance. Commenting on the replenishment procedure, Ravi said, “Our stock is regularly replenished online and in-store to ensure a consistent and updated offering for our customers. We strive to maintain a dynamic inventory, reflecting the latest designs and meeting the evolving preferences of our clientele. This approach enables us to provide a seamless shopping experience, whether online or in our physical stores, with a fresh selection of bespoke formal and weddingwear.” What sets Gargee apart from other menswear brands in the market is its comprehensive fashion approach. Unlike others, Gargee offers a diverse range of products that span from casualwear to occasionwear, seamlessly blending classic elegance with contemporary aesthetics. THE FUTURE THE FUTURE
In future, Gargee Designer’s aims to establish itself as a prominent force, not only within India but also on the global fashion stage as a go-to destination for versatile and sophisticated menswear. The vision is to create a lasting impact by offering a unique blend of tradition and modernity, uniting a diverse community that values timeless elegance. “With plans to collaborate with the esteemed multi-designer store Aza Fashion this year, we aim to establish our presence in metropolitan cities like Hyderabad and Mumbai. This move is part of our commitment to reach a wider audience and offer our distinct menswear collections to discerning clientele in key fashion hubs. Our future vision includes not only retail expansion but also the continuous evolution and diversification of our product lines to stay at the forefront of the dynamic fashion landscape,” Ravi stated. Currently, Gargee Designer’s collections are available across India, prominently at its flagship store located at New Friends Colony in New Delhi as well as online via its official website, ensuring its clientele is able to explore and acquire their designs as part of a convenient and comprehensive online shopping experience. The brand also stocks its products at well-established multi-designer destinations, both in-store and online, such as Aza Fashion and Pernia’s Pop-Up Shop. We employ strategic measures to ensure accessible pricing without compromising on quality in our menswear fashion. First, we prioritise the use of natural fabrics like cotton, linen and silk, steering clear of less sustainable materials. Embracing upcycling, we incorporate pre-consumer and post-consumer wastes into our manufacturing process, giving new life to old garments without relying on traditional recycling. Additionally, we actively reduce overproduction by aligning our manufacturing with demand, minimising excess inventory and waste.  Ravi Gupta Designer & Director of Gargee Designer’s
AR : What strategies does Gargee employ to make menswear fashion more affordable for a broader audience at an accessible price point without compromising on quality? AR : What strategies does Gargee employ to make menswear fashion more affordable for a broader audience at an accessible price point without compromising on quality?
RG:  We employ strategic measures to ensure accessible pricing without compromising on quality in our menswear fashion. First, we prioritise the use of natural fabrics like cotton, linen and silk, steering clear of less sustainable materials. Embracing upcycling, we incorporate pre-consumer and post-consumer wastes into our manufacturing process, giving new life to old garments without relying on traditional recycling. Additionally, we actively reduce overproduction by aligning our manufacturing with demand, minimising excess inventory and waste. In designing our products, we strategically choose cost-efficient materials without compromising quality, optimising features and reconsidering packaging to streamline production and distribution costs. This comprehensive approach allows us to offer high-quality menswear at an accessible price point. AR : What, according to you, is driving consumption in fashion categories in the Indian market? AR : What, according to you, is driving consumption in fashion categories in the Indian market?
RG:  With India’s rapid economic growth and heightened consumer sentiment, weddings serve as a significant factor for the fashion and luxury goods sector. As wallets expand, there’s a natural inclination to invest in clothing. Moreover, the influence of digital disruptors is undeniable, especially amongst the younger demographic, driving them towards new and innovative brands. While affordability plays a role, the dichotomy between fast fashion and sustainable choices remains, with cost-effective production driving consumption and emerging awareness of the environmental impact steering preferences in the market. AR : What unique business strategies have you implemented to stand out in the highly competitive industry? AR : What unique business strategies have you implemented to stand out in the highly competitive industry?
RG: Our success in the highly competitive fashion industry stems from a commitment to innovation and customer-centricity. By seamlessly blending cultural heritage with contemporary designs, we differentiate ourselves by creating a unique and recognisable aesthetic. Furthermore, our emphasis on sustainability, from natural fabrics to upcycling practices, resonates with environmentally conscious consumers. We prioritise a lean production model which helps us avoid overproduction and optimise costs. Lastly, our dedication to quality, cultural storytelling and embracing cutting-edge technologies positions us as a standout brand in the fiercely competitive fashion landscape. AR : Does Gargee incorporate the use of technology and AI (database management etc.)? AR : Does Gargee incorporate the use of technology and AI (database management etc.)?
RG:  AI has significantly enhanced our operations at Gargee Designer’s. It plays a crucial role in our design process, pushing creative boundaries and expediting tasks. Tools like ChatGPT 4 have proven invaluable, aiding in the creation of unique designs, content generation and research tasks. This not only streamlines our workflow but also opens up new possibilities for innovation. We see AI as an ongoing exploration, envisioning a future where it acts as a virtual assistant for our customers, enhancing their shopping experience with efficiency and enjoyment. Embracing technology has become integral to our commitment to both creativity and customer satisfaction.