By Willie Gordon Suting
They say denim never goes out of fashion. From Hollywood legends James Deen and Marlon Brando who first sported them on screen to country artistes and rock stars, it never seems to lose appeal.
Denim lasts longer than other materials. Worn by American cowboys and railroad builders during the colonial era, it suited for doing hard manual labour.
A young businessman, Alan Pakyntein, founded The Ultimate Jeans company. A company unlike others in the Indian market, it specialises in bespoke denim.
Bespoke denim is made to order denim or MTO. It is customised denim, meeting every personal need of the customer. The customer is allowed to instruct everything from denim type, colour, shape, pocket size et al so as to be fully satisfied.
Pakyntien’s shop is based in Pohkseh. “This is also a personalised service. We go to the homes and office of customers to take measurements. They can feel the fabrics and order any shape they desire.”, he says.
Also, when the product is completed, it is delivered to the customers’ address. TUJ provides this service with no additional charges.
When asked about the whole process, Pakyntien says a proper worksheet is used for taking notes. This is then sent via mail to TUJ’s factory in Mumbai.
“We co-ordinate with them on a daily basis. Internet has come as a boon as there is less spending and loss of time,”adds Pakyntien.
The transportation of completed products are then sent to Shillong via courier service. A quality check is done in Shillong.
“We make it a point that every detail is followed in a step-wise process. There is a meticulousness in how we interact and discuss with our customers because we want them to be fully satisfied,” says Jenny Mawthoh, an employee.
TUJ is concerned with high quality standards. The company regards quality and customer satisfaction as top priority.
Shillong being a fashion-conscious city with youth sporting jeans everywhere, TUJ comes in as a customer-oriented product.
Thrift and street fashion is a current trend in Shillong. But most jeans require alterations, especially at the ankles.
“I think it’s time our youths go for bespoke customised jeans. They won’t be disappointed,” says Pakyntien.
When asked about prospects of setting up a small factory in Shillong or Ri Bhoi district, Pakyntien says employment generation will surely be a boon. Tie-up with other companies and chances at export to other states and countries will also help in earnings. “But in the production line, it all comes down to logistics especially with raw material,” he adds.
TUJ’s brand shop will open shortly in Mawroh, Mawlai. The company is looking to recruit more staff through references and cross-checking. The team will train the selected trainees in product, process and customer service. In terms of distribution, TUJ does not plan to supply to other shops in the city. It is planning to create its official page on all social media platforms to popularise the brand.
Pakyntien, however, is not formally trained by any fashion design institute. The 42-year-old entrepreneur has had a passion for style right from the time when he was a child. He says he owes this to his mother.
“My mother Alice Pakyntien used to make dharas (traditional Khasi attire). I would always observe and help her fold them when she finished. I learned neatness and desire for perfection from her,” he says, reminiscing.
Pakyntien had worked in various multinational companies in metropolitan cities. But it is his passion that drove him to extensively research online the production process and aesthetic standards of top denim brands in the world.
“Although I greatly admire Levi’s, Wrangler and Lee jeans, yet I respect copyright. I believe in originality of a product,” he says.
TUJ offers many fabrics from stretched to rugged. The rugged fabric, especially popular during the nineties, is not available in the market nowadays. With the trend of thin and stretchable faded jeans, it is a rarity. Price range of denims in the shop come from Rs 1,500 to 1,800. TUJ expects future sales target of 150 to 200 pairs a month. The company plans to open more branches and set up a call centre for customised orders.
Most of the customers at Pakyntein’s shop leave the counter satisfied and return happily the next time. All of them appreciate the quality of the product and the company’s customised services.
Badahunshisha Rangdong, who is doing her masters, is a contended customer of The Ultimate Jeans. “It’s good and comfortable and longevity is more than other products. Also, the dye does not go easily,” says Rangdong.
When asked which types of denim are mostly ordered by customers, Emilinda Marbaniang, another employee, says, “Youngsters go for ankle fit, the elderly for straight cut and women prefer pencil skirts and boot cut.”
Denim is one of the most iconic type of clothing. It symbolises boldness, bravado and youthfulness. From its durable quality to its classic look, it defines style in every way. With the Ultimate Jeans company, Shillong is making a mark in fashion as it now has its own brand to offer.