By: Neha Dewan

Recessionistas aren't giving up on fashion. And no wonder that the denim fever rages on this summer. With most brands in the denim jeans wear industry experiencing year-on-year growth, the latest collections in the market are just getting more snazzy and hip than ever before.

Skinny jeans from brands such as Levis, FCUK, Calvin Klein, s.Oliver and Paul Smith are being touted as the latest fad. Call it the impact of slowdown, but slim is definitely in!

Levis' recent campaign built around the 4 new 'button fly' fits was launched in stores this season. The four new fits-low-rise slim, boot cut, relaxed straight and tapered-form a part of this range. The brand which boasts the largest market share in the Indian jeans-wear market, says that it has been experiencing year-on-year growth. "We have grown significantly since the last year. We opened 100 stores across 30-35 cities in the past one year alone. That shows the constant level of demand for our products, even in these times," says Shyam Sukhramani, marketing director, Levi's.

Others too have been following suit. Leading denim brand Calvin Klein (CK) introduced two new skinny fits in men's this season and three new such styles for women. Side strips, loops and spangled labels with selvedge-edges on them make them an unconventional wear.

Vijay Murjani, MD, Murjani Group says that the premium denim segment has not been impacted by market conditions. "Jeans have been the largest single selling apparel product. Our feedback to the latest CK Jeans Spring Summer collection has been quite encouraging. Each of our skinny fits are very popular among customers as we are constantly sold out on the key looks."

A lot of styling has now come into jeans which makes them don a smart appearance. Zipper on leg openings, unwashed looks, back pocket detailing and ornamentation are all now making their presence felt. European fashion brand s.Oliver recently launched their Sexy Denims campaign at a campaign cost of Rs. 25 lakh.

The brand which has seen an upsurge of 25% in denim sales has some innovative fits this season. Kunal Pant, head, product and design, s.Oliver India outlines the trends this season. "The major focus is on the boyfriend fit along with the Marlene and the super slim, in fact we have introduced a super skinny range for our petite customer which is priced at about Rs. 2,399, any slimmer we go and we might have to put a zipper on the leg openings which in fact is high on trend for the next season. The time has come when jeans are not washed and cut in all the fits and washes, instead styling has become priority, and the trend is to choose a wash that goes with the style."

The look is slim, straight legs and skinny jeans, for UK-based designer brand Paul Smith as well. The season, according to the brand, is seeing the comeback of light blue, 80's washed denim and colours like grey and white to match the summer palette. "Boot cuts and loose baggy styles are on the way out. People are waking up to finishes, washes and quality. We are also seeing the revival of old school selvedge denim which is seeing an increasing demand amongst denim connoisseurs," says the press office of the brand. The brand claims receiving an extremely positive response to their collection.

They are the most popular apparel segment among people of various age groups. And clearly, their popularity remains on top despite the slowdown blues.

Written by Neha Dewan from ET Bureau

Originally published in "The Economic Times" dated May 03, 2009, New Delhi