pykar Jeans, a brand of casualwear catering to the youth, launched its new range of jeans wear for ladies in Mumbai last month. The highpoint of the launch function was a ramp show by the newly-crowned Femina Miss India winners - Tanushree Dutta (Miss India-Universe), Sayali Bhagat (Miss India-World) and Jyoti Brahmin (Miss India-Earth) - strutting the premium Summer Range 2004 line. Span Apparels, which makes and markets Spykar, has positioned it as a denim brand that stands for style and attitude. The baseline for the brand reads U:the cult(ure).

At the launch function, Prasad Pabrekar, managing director, Span Apparels, said, "With this launch, Spykar has made a wonderful beginning to its vision of becoming a complete brand in the high-fashion, ready-to-wear apparel category." Targeting the college going crowd and the young executives - who, the company believes, are trendsetters - the ladies jeans wear range is looking to woo the 15-30-year age group. The collection comes in two themes - The Lambretta Club and Mapping Amazon 120NW039. ... more