NOT JUST JEANS: KILLER Transforms into Edgy, YouthFocused Brand

Hemant Jain, MD, KKCL, says the brand will open 500 stores in India by the end of next year, along with expanding into the Middle East and Eastern Europe...

- Kajal Ahuja

Denim has come a long way from when it was first discovered almost a century ago. From the ranches of America to evolving into a symbol of youth rebellion to being the forerunner of the global causal-wear revolution, denim has traversed an interesting trajectory.

In India, Bollywood stars and cinema have always had a huge impact on the fashion choices of the masses. These stars started to adopt denim well in advance of the development of denim brands in the country giving an impetus to the denim industry in India. The 1980s marked the beginning of denim production in India, with big textile companies realising the potential of denim. One of these textile houses was Kewal Kiran Clothing Limited (KKCL), which launched KILLER in 1989 and has since contributed hugely to the denim industry in India.

KILLER's journey began with youthful spirit and rebellion in their minds in 1989. As one of the first homegrown denim brands in the country, the brand started off with a simple mission in mind: to provide value for money to the Indian consumer while also providing finest quality denim that is able to compete with the global players.

Over the Years
As the flagship brand of KKCL, KILLER had an added advantage over its contemporaries - an already established manufacturing unit backing its R&D and production from the start. Being a part of KKCL helped KILLER to freely innovate while also offering high fashion and class products to the consumers by meticulously selecting premium fabrics and infusing cutting-edge design elements to their products. KKCL launched KILLER in the youth menswear segment for ages 16-30. Over the years, it became a denim powerhouse and one of the largest selling denim brands in India.