The Brief
In-DIG’o Alchemy A/W 27 started with a question, not a design. What does A/W 27 need to be? What can RSWM make? Where do those two answers meet? The brainstorming of the entire denim team brought together product development, design and manufacturing departments to find that overlap. Three teams. One brief. No handoffs. Ashish Bhatnagar, Deputy Business Head and CMO at LNJ Denim, described the collection as versatile in depth — everyday core offerings through to high-performance and expressive denim. That range comes from three teams arguing productively until the brief becomes something all of them can make and sell.
Six Categories
Pulse. IndieCraft. Nova-Lab. Aerolite. MetroEdge. Neo-City. Each one a different answer to the same market. The collection draws from the chemistry of indigo, where colour develops through reaction and oxidation. The denim develops character through process — the same way the people who made it developed the collection through iteration, challenge and revision. The name is the method.
Six categories. One brief. Many people who knew exactly what they were building and why it would work.
At Gartex and D&J India
The response at Gartex Texprocess India was, in Rajeev Gupta’s words, extremely encouraging. Indian Textile Magazine covered the launch. Then the collection travelled to Denimsandjeans India in Bengaluru — same material, different audience, same reception. Two platforms. One consistent answer to the market. When a collection holds across both, the product is ready and so is the organisation behind it.
Good product is a team sport. The buyer sees the collection. The whole organisation made it possible.