Anurag Mohota | Founder | MinusOne Lifestyle

In the Indian textile industry, sustainability and ethical manufacturing practices play a pivotal role. Amid increasing environmental and social awareness, manufacturers are transitioning towards eco-friendly production methods. This includes the use of organic fibres, waste reduction, and the adoption of renewable energy sources. Ethical manufacturing also focuses on the fair treatment of workers, compliance with labour laws, and ensuring safe workplace conditions. This evolution not only supports global sustainability objectives but also bolsters brand image and market competitiveness. By emphasising sustainability and ethical practices, the Indian textile industry is adopting a more conscientious and durable approach in manufacturing.

Chinos have consistently been a popular choice for men’s bottom wear in India, appreciated for their classic appeal and versatility. Their popularity has notably increased recently, thanks to their unparalleled adaptability that allows them to fit seamlessly into both casual and semi-formal settings.

A primary reason behind the growing preference for chinos is their suitability for India’s climate. The breathable fabric of chinos offers comfort even in hot weather, making them more favourable than many other types of trousers. Additionally, their appealing combination of a comfortable fit and stylish look makes them the preferred option for a variety of lifestyles and preferences. Chinos also serve the needs of modern living by offering both style and comfort for work and leisure activities alike. That is why chinos have today become a staple in the wardrobes of men across all age groups in India. 

The emergence of e-commerce platforms and the growth of online shopping have significantly transformed the chino market in India. This shift has increased accessibility, convenience, and variety for consumers, making it easier for them to explore and purchase chinos. E-commerce facilitates price transparency, encourages competition among brands, and improves the customer shopping experience, all of which contribute to an uptick in chino sales.

Given India’s wide range of weather patterns, chinos are an excellent choice for men, providing both comfort and style throughout the year. When it comes to fabric choice, the emphasis is on creating lighter and more breathable premium cotton fabrics. This approach ensures that the chinos are comfortable and not overly heavy, particularly during the hot and humid Indian summers. Design-wise, simplicity is key to ensuring versatility. At MinusOne, we incorporate practical features such as our AutoFit Technology, which offers three sizes in one pair of trousers for optimal comfort. Additionally, our chinos come with an ‘Easy to Iron’ finish and ‘Moisture Management’ capabilities, making them not only stylish but highly functional. These features allow wearers to remain comfortable and look presentable in any setting, aligning with the unique cultural and climatic demands of the Indian environment.

Our journey has been a notable one, but we still consider the brand to be relatively new, which is in the early stages of market presence. Originating from a keen desire to tackle prevalent fit and comfort issues in men’s bottom wear, MinusOne emerged with a mission to enhance practicality in trousers, catering to the diverse body shapes and sizes of Indian men. This mission to solve fit and comfort challenges has been the driving force behind our brand’s journey, positioning us as innovators in the chino market.

Gimatex’s expertise, rooted in a 125-year textile legacy, underpins MinusOne’s dedication to innovation and quality. This profound heritage in textile manufacturing assures exceptional fabric quality, empowering MinusOne to present a variety of superior products. Leveraging Gimatex’s rich history enhances MinusOne’s capability to offer premium, innovative trousers to its customers.

The presence of our integrated textile facility plays a crucial role in ensuring quality control from ginning to processing. Leveraging our extensive experience in the textile industry, we have a comprehensive understanding of fabrics, which allows us to uphold strict quality standards across every stage of production. This integrated approach enables us to consistently deliver premium products to our customers.

We do this through the support of our parent company, Gimatex. Leveraging AutoFit Technology, along with Hi-IQ dyes and other practical features, contributes to the durability and sustainability of our chinos. Gimatex, with its extensive experience and commitment to responsible sourcing, enables us to procure premium fabric that meets our stringent requirements. By using high-grade fabric, we guarantee that our trousers retain their comfort and appearance over time, embodying both lasting quality and sustainable practices.

The development of AutoFit Technology was inspired by the need to solve prevalent fit issues in men’s bottom wear. Recognising the vast diversity in body shapes and sizes among men, MinusOne set out to create a solution that ensures maximum comfort and flexibility for wearers. AutoFit Technology, by allowing for three sizes in a single pair of trousers, offers a custom-fit experience for individuals. This unique innovation distinguishes MinusOne in the chino market by placing a strong emphasis on wearer comfort and providing a practical approach to overcoming fit-related challenges, thereby significantly improving the customer experience.

At MinusOne, our approach to integrating consumer feedback and market trends into our chino designs is distinctive. We envision our chinos not merely as clothing but as holistic experiences. Our customers envision their ideal pair of chinos as a reliable ally, effortlessly accommodating their unique needs and preferences. Therefore, our design philosophy is centred on curating a personalised experience for each wearer, where comfort, style, and innovation merge to craft an unparalleled chino experience. This goes beyond simple fashion; it is about augmenting the wearer’s lifestyle with each use.

Our philosophy at MinusOne centres on being a wardrobe essential brand while incorporating layers of practicality through innovative features, which sets us apart by addressing real consumer needs. Our new launches and innovations are meticulously designed to complement every facet of an urban man’s life, whether it is for the office, meetings, leisure, or adventure. Products like our Travel Chino, Pro Cargo Pants, Pro Cargo Shorts, and Detachable Cargo are curated to be essential selections for men, ensuring they are versatile and practical additions to their wardrobe.

Rather than viewing them as obstacles, we consider the innovation process integral to our journey at MinusOne. Our AutoFit Technology, a feature unique to us in India, especially with premium cotton fabric, posed a creative challenge due to cotton’s complex construction. To ensure our chinos are not only sustainable but also durable, we opt for top-tier trims and components. Additionally, we pride ourselves on not being restricted by washes, offering products that maintain their comfort and quality from day one indefinitely.

While we prefer to keep our upcoming innovations under wraps until they are officially launched, I can share that we are currently working on expanding our denim collection to include our signature AutoFit Technology. Additionally, responding to the high demand from female customers, we are in the process of developing a product line tailored specifically for women. Our philosophy is ‘Why should men have all the comfort?’

Since our inception, we have received considerable interest from international markets for our products. While our core values position us as an India-first brand, we are certainly aiming to elevate MinusOne to a globally recognised name in the fashion industry in the future.

While it is not correct to generalise challenges across the chino market, as each brand faces unique hurdles, common global fashion industry challenges include managing returns and reducing dead stock. Fortunately, our innovations have allowed us to effectively manage these issues. We pride ourselves on having one of the lowest return rates in the industry at only 6.15 per cent, and we have tackled the issue of dead stock through a well-structured process and dedicated team. 

The opportunities in the Indian fashion market are incredibly promising for the next two decades. We are observing a shift in Indian consumers’ preferences from international to homegrown brands, which offer superior quality and style. The market potential is vast, but success demands readiness and resilience to make a significant impact.