Our style and passion to be unique is what differentiates us
River of Design meticulously crafts fast fashion inspired by contemporary pop culture and music, providing trendsetters with vibrant and sassy creations. Catering predominantly to the dynamic Gen Z demographic, the brand is the epitome of style and quality, offering finely produced denim apparel through prominent e-commerce platforms and its own website. In a chat with Fibre2Fashion, Director Gurpreet Singh talks about denim trends, e-commerce, sustainability and more.
How have denim trends evolved over the last decade, and what do you think is driving these changes?
Today denim does not only mean plain regular-fit jeans. A lot has evolved in denim fashion. They have become more fashionable, and the denim product line has expanded from flair pants to fancy tops, and even denim sarees. It is an exciting time for denim, and this primarily is because they have become more comfortable than ever before.
What impact has sustainable fashion had on the overall industry, and how are businesses adapting to meet increasing consumer demand for eco-friendly products?
I am very glad that brands are making sustainability a part of their business. More and more brands are innovating with sustainability and reducing their burden on the environment. What helps is the increasing consumer interest in everything sustainable and eco-friendly. Consumers are ready to pay more for sustainable products and that is a good beginning.
How is technology, like AI and augmented reality, elevating the shopping experience and boosting efficiency in the fashion sector?
We are a complete e-commerce brand and have had first-hand experience of how technology can be a big boost for the fashion sector. With the younger generation mostly relying on online platforms and Social Media trends for their shopping, technology such as Machine Learning and AI go a long way in elevating the shopping experience.
With the rise of e-commerce and the decline of traditional brick-and-mortar retail, how is the fashion industry evolving in terms of distribution channels and customer engagement strategies?
The fashion industry, especially youth fashion retail has mostly gone digital. The digital space is the most ideal space to be, both for brands and also for customers to find the latest in fashion. Thanks to e-commerce platforms, world fashion has crossed boundaries. Also, Social Media platforms are the right place to enhance customer engagements and it has worked fabulously well for most brands.
What initially inspired you to establish River of Design, and how has its vision for catering to Gen Z fashion evolved over time?
Everyone today seeks to look stylish, and this is what led us to deliver fashion wear that is stylish and trendsetting. River of Design (ROD) started its journey in the aftermath of the first pandemic wave. We started as an e-commerce company with our catalogue listed on Limeroad. And since then, there has been no looking back. We stay ahead of times when it comes to fashion and style, and this has made the brand extremely popular among the customers.
In terms of design, quality, and affordability, what specific aspects of ROD distinguish it from other denim brands in the market today?
The first step is getting the finest quality raw material. Our denims are produced by picking only the finest quality cotton, which are then combed and turned into long strings of fabric. What sets ROD apart from competition is its passion for fabric development keeping in mind the local climate and aesthetic sense. In addition, we are also very competitively priced starting at ₹999.
How does ROD blend emerging trends with Gen Z appeal while preserving its distinctive style?
River of Design as a brand loves Indigo. The denim exclusively produced by ROD is carefully stitched and washed to create Gen Z fashion. With the help of versatile denim, we try to meet Gen Z expectations in terms of the latest style. We do many fits, designs, and cuts; from wide legs, straight legs, dungarees, and cargo. The idea is to keep the designs true to the core essence of being quirky, fresh and stylish.
Could you elaborate on the process of selecting the finest quality cotton for your denims? What criteria do you use to determine the quality?
At all steps of production, we are very conscious of the quality and perfection. We make sure we procure the best quality cotton under the supervision of experts. Inspired by generations of expertise and experience in the fabric trade, ROD crafts fabrics specifically tailored to suit the unique climate conditions, and this makes them most comfortable to wear.
As the fashion industry continues to address issues of diversity, equity, and inclusion, what steps are being taken to ensure more inclusive representation in product offerings?
River of Design believes in offering fashion for all. Inclusivity and diversity are values that ROD embraces through all their brand campaigns. The brand messaging always highlights inclusive fashion that celebrates self-expression and confidence.
Are there plans to introduce personalisation services, such as customised designs or tailored fits?
We offer a wide range of styles for everyone. From wide fits to straight fits, cargos to joggers, dungarees and more – there is enough to suit every style. Our designs, all of which are curated by our expert fashion team, are aimed at the dynamic Gen Z fashion. So far, we do not have tailored fit but if we see an increasing demand, we will surely take it up.
In the highly competitive fast fashion industry where well-established brands are a dominant force, how do you manage to differentiate yourself?
Our style and passion to be unique is what differentiates us. What sets River of Design apart is our constant endeavour towards fabric development and the keen understanding of the local aesthetics. Our products are both stylish as well as comfortable, and along with this we top it up with competitive pricing.
How do you ensure the longevity and durability of your fast fashion pieces, going against the general perception of fast fashion being ‘disposable’?
Our products rank high on comfort and style. This makes them a must-have for every young consumer. Also, because the ROD products are low-maintenance, they are second skin to many young consumers. This ensures that our products stay with our consumers for as long as possible.
How has online retail helped in connecting ROD with its target audience?
Online retail has been very beneficial for ROD. Having started with only one platform – Limeroad, today we are available on Flipkart, Amazon, and Myntra. The brand’s relentless pursuit of excellence has helped us earn the prestigious title of ‘Gold Tier Seller’ on Flipkart, solidifying our position in the market. Our online presence has helped us stay connected with our target audience and keep them engaged.
Given the increasing awareness about sustainable fashion, are there any plans to integrate recycling and upcycling in your production process?
River of Design is committed to its efforts of being a sustainable brand. We use environment-friendly chemicals for the wash and slowly are working towards waterless washing treatments of denims. We use paper and recycled packaging for our products. All our manufacturing units are equipped with water treatment plants that reuses water for minimal wastage. We are currently experimenting with waterless washes and would soon incorporate those in every garment.
Looking ahead, what are your plans for market expansion and growth? Are there any upcoming product lines or new initiatives in the pipeline?
We are looking ahead to a very exciting time with regard to market expansion. The response has so far been fabulous in metro cities, so next we will be targeting tier II and tier III cities. 70-75 per cent of our orders still come from these cities, so it is only a natural progression. Also, ROD is the first brand to introduce the Korean Denim collection to the Indian market this festive season.
