Exclusive 6 pieces only per size (maximum 24 pieces per design), two new styles per day and no time limit on returns, these are some of the unique features of Freakins which is a recent initiative of Ahmedabad-based jeans giant Avadat Apparels. The company, known for its denim strength, is succeeding in online retail with this different kind of model of fast fashion.
“Freakins is about fast fashion, about boldness and its product’s shelf time is just 2 weeks. The limited number (24) of pieces makes it different from all other brands. With strong design team, we are able to deliver fast fashion product,” shared Shaan Shah, Manager- Marketing & Business Development. He further added that even manufacturing of 24 pieces are easy and viable for the company as it receives good value from such products. Soon the brand will be available in Russia also.
Started as a job-work unit in 1991, Avadat Apparels is Sedex certified and now manufactures 2 lakh pieces per month. It claims to have the best infrastructure especially in washing with the capacity of more than 3 lakh denim products per day. The company recently completed its expansion plan and doubled its capacity. A further focus of the company is sustainability and for that, it is using such machines which use minimum water for washing.
“We are expanding into international markets also. Non-traditional markets like Russia are very strong markets for us. We come out with niche products for a niche market and don’t produce very bulk orders,” informed Amit Roy, Manager- Marketing & Merchandise of the company.
“Industry is shaping so well and denim is one of the constant products. It has given us the motivation to do more continuously. Due to competition, it is hard to compete in normal garments but denim is our forte and our strong product development, complete in-house setup, make a path for our growth,” says Shaan.
The company is participating in sourcing fairs from last few years and has got some new buyers with itself. Its client base in overseas market is well known like Landmark Group, El-corte and many more
