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    American youth brand, Aeropostale makes its way to Bengaluru

    International fashion houses seem to be in a hurry to set up shop in the city. After welcoming names like BCBG, Dune, Cole Haan, Superdry, and with Japanese giant, Muji expected to open in September, last week had something in store for teenagers and teenagers at heart. Known for its preppy, casual-chic vibe, Aeropostale opened its third store in the country, at Orion Mall.
    “Aeropostale’s products are fun, young and casual. So the demographic it’s geared towards is just what the Bengaluru market has to offer — from college students, to those who’ve just graduated, to the startup workforce that’s young and vibrant,” begins Sumit Dhingra, COO of Nautica, Gant, Aeropostale at Arvind Lifestyle Brands, which has brought the American label to India.
    Having opened its first shop in 1987, today it has over 600 stores across 17 countries. And despite the company having filed for bankruptcy early last month and shut down a large number of its outlets in the US and Canada, from initial reactions, in India, it’s here to stay.
    Set in a cosy yet sufficiently spacious location, it sits on the upper ground floor of the mall. The decor is simple and elegant at the same time, with Edison lamps, exposed brick walls, a custom made ornate ceiling fixture, and the Manhattan skyline painted on the walls of the trial rooms. “The aim is to give customers a ‘New York’ vibe,’ explains Dhingra.
    Stocked on the shelves are pieces from their latest collection — Summer 2016. In keeping with the New York theme, the clothes capture the spirit of the city with a range of lightweight hoodies, basic tees, denims, activewear and more, that are effortlessly stylish. “The collection in Bengaluru varies from other cities, keeping in mind the weather and tastes of the locals. For example, for the current season, we have a lot of hoodies, which you will not find in Delhi,” he shares.
    Taking us around the store, he points to the graphic tees in subdued shades of blue, grey, black, white and red for men, and shades of pink and purple for women, which are among their best sellers. “They are simple, comfortable and come in variations that carry applique detailing, prints and embroidery for men. Women’s tees are embellished with sequins, and sparkle and floral prints,” he says. Apart from the T-shirts, their range of denims are also worth a buy and are made from super stretchy fabric. “We call them ‘the only jeans you’ll need’, because they are so comfortable, you can wear them everywhere you go,” he enthuses.
    They are set to open in Hyderabad in the next few months, and are looking for retail spaces in Chennai and other cities in Karnataka.
    Rs 799 upwards. At Rajajinagar. Details: 22682296

    — Rashmi Rajagopal Lobo

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