Don & Julio is dedicated to introducing international fashion trends to the Indian market
Don & Julio, established in 2001 in Mumbai, initially focused on providing premium suiting fabrics and has since evolved into a luxury brand renowned for its Italian designs and tailoring, catering to the discerning tastes of Indian gentlemen. Known for its exquisite Italian fabrics and influential fashion catalogue, Don & Julio has become a benchmark in the industry, setting trends with its seasonal collections. In an interview with Fibre2Fashion, Brand Head Rajesh Singh discusses the men’s luxury clothing industry.
How has the perception of luxury clothing evolved over the past decade?
Over the past decade, the perception of luxury clothing has evolved significantly, driven by global exposure which has presented both challenges and opportunities, especially in the fashion and clothing industry. Luxury clothing now incorporates technologically advanced garment stitching and innovative fabrics that are more skin-friendly. Additionally, the rise of social media has played a crucial role in educating and inspiring an emerging class with high disposable income, encouraging them to indulge in and experience luxury fashion. This shift reflects a broader trend where luxury is not just about exclusivity, but also about innovation and personal experience.
In what ways are emerging technologies influencing the design and manufacturing processes in the luxury clothing sector?
Emerging technologies are significantly influencing the design and manufacturing processes in the luxury clothing sector. Technological advancements have paved the way for the creation of new materials and techniques in both design and production. Digital solutions now enable fashion brands to craft their own unique designs more efficiently. The ability to virtually create fashion patterns and pieces leads to a considerable reduction in textile waste, as well as saving time and effort. These innovations are reshaping how luxury clothing is designed and produced, making the process more efficient and environmentally friendly.
Can you describe the journey of Don & Julio since its inception in 2001?
Don & Julio embarked on its journey in 2001 with the goal of enhancing the availability of high-quality suiting fabrics for discerning gentlemen. We firmly believe that the fashionable youth of our nation should have access to nothing less than the finest global styles and aesthetics. Consequently, we metamorphosed from being a premium fabrics brand to a complete menswear luxury clothing brand.
What inspired the shift from focusing on premium suiting fabrics to offering a full luxury clothing line?
The shift at Don & Julio from specialising in premium suiting fabrics to offering a full luxury clothing line was inspired by our ambition to provide a comprehensive menswear wardrobe. We envisioned offering our customers the luxury of finding all their menswear needs in one place, ranging from professional suits and shirts to ceremonial ethnic wear. This transition reflects our commitment to cater to every aspect of a man’s wardrobe with the same level of luxury and quality.
What challenges did Don & Julio face in transitioning from a B2B brand to a consumer-focused luxury brand?
As Don & Julio transitioned from a B2B brand to a consumer-focused luxury brand, we encountered the unique challenge of catering to India’s diverse preferences, akin to a mini-Europe, where each state or region has distinct needs in terms of colours and fabrics, influenced by climate and culture. Despite this, as a trendsetting luxury brand, we faced minimal challenges and instead saw this as a significant opportunity. The B2B market, driven by trade, presents less complexity in creating and offering products with trade partners in mind. In contrast, the consumer market, predominantly composed of youth, seeks global fashion and demands the latest trends. Adapting to these varied and evolving consumer preferences has been a key aspect of our journey.
How has Mumbai’s unique blend of textile heritage and Bollywood glamour influenced your brand?
Don & Julio’s inspiration extends beyond Mumbai, drawing from its rich textile heritage and history to strike a balance between tradition and modernity. This results in unique designs that blend cultural aesthetics and craftsmanship with elements of high-profile fashion. Our collections, embraced by Bollywood celebrities like Pankaj Tripathi, Bhuvan Bam, Guru Randhawa, as well as renowned figures such as cricketer Harbhajan Singh and chef Vikas Khanna, reflect this fusion of traditional elegance and contemporary style.
Can you elaborate on the incorporation of Italian design in your products?
Italy, often regarded as the fashion capital, is where Don & Julio is registered as a brand. Our incorporation of Italian design into our products allows us to create fashion-focused designs that are both unique and inspired by Italy’s rich artistic and cultural heritage. Italy is also renowned for its craftsmanship and timeless aesthetics, aspects that are reflected in our products, enhancing their uniqueness and appeal.
How does Don & Julio maintain its commitment to global styles and aesthetics while catering to the Indian market?
Don & Julio is dedicated to introducing international fashion trends to the Indian market. To achieve this, we conduct thorough studies of both global and local fashion landscapes. Our designs are crafted to include elements of global trends while ensuring they resonate with the tastes and acceptability of the Indian youth. This approach allows us to maintain our commitment to global styles and aesthetics while effectively catering to the preferences of the Indian market.
How do you ensure that each piece of Don & Julio clothing exudes luxury and style?
Don & Julio has earned the trust of our partners by consistently delivering the right fashion with the most reliable and consistent quality. The brand’s attitude, coupled with the strong belief of our trade partners, ensures that every piece of Don & Julio clothing radiates luxury and style. This commitment to excellence is at the core of our brand identity.
In what ways has the Don & Julio fashion catalogue set benchmarks in the fashion industry?
The Don & Julio fashion catalogue serves as an inspiration for many of our customers. With a global office, the brand diligently studies international fashion trends and infuses them with an Indian touch. We consistently showcase the latest fashion trends and forecast trending colours, setting benchmarks in the industry by blending global styles with local flair.
How do luxury brands like yours maintain exclusivity and high standards in an increasingly digital and fast-paced fashion world?
Luxury brands maintain exclusivity and high standards in the fast-paced, digital fashion world by steadfastly believing in original creativity and upholding high-quality standards. This involves distinguishing our offerings from more generic, popular fashion trends that frequently change. Additionally, we pay careful attention to ensuring our products are available at the right places, further reinforcing the exclusivity and premium nature of our brand. This strategic approach helps luxury brands like ours to preserve their unique identity and appeal in a highly dynamic industry.
Can you discuss a specific instance where a Don & Julio fabric or design became a trendsetter in the fashion world?
The Indian market is flooded with cheap ethnic goods. On the contrary, Don & Julio has created ‘COLAB’ and ‘Kashida’, which showcase a unique collection with premium ethnic fabrics. Both these fashion catalogues have set up a strong benchmark in premium luxury category.
What role does sustainability play in the luxury clothing industry today?
Today’s youth, being the primary influencers and decision makers in many households, are increasingly aware of global issues such as carbon footprints, global warming, and sustainability. As a responsible luxury brand, we aim to minimise our negative impact on society. Our commitment to sustainability is reflected in our efforts to create eco-friendly products without compromising on quality. We pay meticulous attention to details like the use of dyes, chemicals, and packaging to ensure our products are sustainable. This approach aligns with the growing demand for environmentally responsible practices within the luxury clothing industry.
How do you balance traditional craftsmanship with modern trends and customer expectations?
At Don & Julio, we balance traditional craftsmanship with modern trends and customer expectations by embracing innovation and incorporating technology into our products. We engage contemporary artists to create fresh and exciting collections, striking a balance between preserving traditional Kashmiri hand-embroidery and embracing change. This approach ensures relevance and appeal to a new generation of customers, blending the richness of heritage with the freshness of modern design.
Looking ahead, how does Don & Julio plan to evolve and continue appealing to the discerning gentleman?
Looking ahead, Don & Julio remains committed to evolving and continuously appealing to the discerning gentleman by studying international fashion trends and understanding the pulse of men’s fashion in the industry. Our approach involves meticulous research of the finest global trends, which we then blend with the preferences of fashion-conscious youth before launching our collections. This strategy ensures that our offerings remain both relevant and desirable to our target audience.
Interviewer: Shilpi Panjabi
Published on: 03/01/2024
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.
