Killer jeans success story

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killer jeans immediately took the fashion industry by storm. Killer jeans have become a go-to attire for anyone looking to make a fashion statement. Rewritten Paragraph: Killer jeans have become an essential wardrobe staple that everyone needs to have, regardless of age, gender, or social class. garments didn’t make their way to India until the late 1900s.

 Leveling the Field

As a savvy editor, let me paint a vivid picture of KKCL’s denim collection, which boasts a diverse array of stitches and washes that are sure to impress denim enthusiasts of all tastes. In recent years, KKCL has solidified its reputation as a go-to destination for casual menswear across different segments and price points.

KILLER JEANS Distribution Channels

Having understood the market so well, KKCL doesn’t only manufacture all denim and T-Shirts, Shirts, and Trousers in the house but also retails it through various distribution channels like 125+ Distributors, 3,500 Multi Brand Outlets (MBOs), 336 Exclusive Branded Outlets (EBOs) spread across 25 States and 209 leading cities across India and all leading E-commerce platforms.

The Popular Brands

It has been a good 30 years since Killer Jeans was launched but Jain still remembers it as the most crucial assignment of his life. “We had worked on its designs and built a team of 40 designers from Turkey to get the brand rolling,” he recalled. The flagship brand, Killer Jeans contributes almost 54 percent to the company’s revenues.

KILLER JEANS’ product range

  • Killer  Launched in 1989, Killer is the flagship brand of the company. A power brand. A brand that is youthful, trendy, vibrant, and with an attitude. The focus of the brand is the 16–25 years segment. The power brand enjoys a leadership position in premium menswear in this segment. Killer Jeans is the largest-selling denim brand in India. The brand’s product line includes jeans, shirts, and jackets.
  • Lawman–The Clubwear range of Shirts, Denim, Cotton Trousers, and Denim Jackets from the Kewal Kiran Clothing Limited stable is Lawman. With a distribution network of 15 distributors and 750 retailers and a price range from Rs 695 to Rs 1,995, the brand is growing aggressively.

The killer jeans Beginning

Mr. Kewalchand P Jain along with his three brothers Mr. Hemant P Jain, Mr. Dinesh P Jain, and Mr. Vikas P Jain have been spearheading the company for the last three decades. Kewal Kiran Clothing Ltd. had first come out with Killer Jeans as a brand name for their denim in the year 1989. From there the company has never looked back and has grown multi-fold currently having five leading brands like Killer, LawmanPg3, Integriti, easiest, and Desi Belle. The founders are not new to garment manufacturing as it was their family business.

Challenges Faced by killer jeans

The biggest challenge for any brand is maintaining optimal inventory and making sure that there is no major inventory loss. Branded apparels are like perishable goods and have a shelf life of 60 to 90 days. Selling the product during this period is very crucial. Bringing brand consciousness among consumers, which is associated with quality and unique designs is another major challenge. Profitability will ensure good cash flows and size is another major factor to expand, these are the major aspects that contribute to the growth and the Kewal Kiran Clothing Limited has achieved all of these now and has geared up for the next phase of growth.

killer jeans product

As 80% of the manufacturing is done in-house, the company has a good hold on designing the product and the quality of the products. Believes that the brand should never sell its products at a discount and has remained a full-price brand. The company can churn out any design very fast based on the changes in fashion. The company has 40 Turkish designers working for them on both the shop floor and at the corporate office.


Denim cuts across all segments of consumers and across geographies. We have different target groups for different brands and casual wear has become office wear most of the week. Earlier only on the last day of a working day of the week, casual wear was allowed in offices. With the changing times and emerging industries like software, start-ups, E-Commerce, and other new-age businesses emerging casual wear are very common in all these offices throughout the week.


Kewal Kiran Clothing Ltd. has executed a massive trade show in Goa, wherein the Autumn Winter Collection 2019 was launched.  More than 2000 distributors, retailers, representatives from MBOs and EBOs, MD, Future Retail, Mr. Govind Shrikhande, and Former MD of Shoppers Stop had witnessed the collection at Goa. More than 60% of the orders were booked during the event. Besides the first collection for the Womenswear brand, Desi-Belle was launched at the Goa event. This is one of its kind launch organized in Goa and the first of its kind for Kewal Kiran Clothing Ltd.

killer jeans Future Prospects

The company under the leadership of Mr. Kewalchand P Jain has established denim and another menswear segment and now has phased plans to foray into women’s wear with its acquisition of Desi Belle and gradually also kids wear over a period of time. KKCL’s MBO (Multi-Brand Outlets) penetration stands at 3,500 outlets and has an active distributor network of 125 channels across the country.

Kewalchand Jain, the promoter of city-based Kewal Kiran Clothing Limited (KKCL), makers of the ‘Killer’ brand of jeans, and his three brothers — Dinesh, Hemant, and Vikas — have bought four penthouses in India Bulls Sky project in Lower Parel for Rs 180 crore, making it one of the costliest realty deals in central Mumbai in recent times.



Research on the trade of jean fabric shows that it emerged in the cities of  Italy, and  France. Gênes, the French word for maybe the origin of the word. In Nîmes, weavers tried to reproduce jean fabric but instead developed a similar fabric that became known as denim, meaning “from Nîmes”. Genoa’s jean fabric was a fustian textile of “medium quality and of reasonable cost”, very similar to cotton corduroy for which Genoa was famous. It was “used for work clothes in general”.


The term jeans appear first in 1795 when a Swiss banker by the name Jean-Gabriel Eynard and his brother Jacques went to Genoa and both were soon heading a flourishing commercial concern. In 1800 Massena’s troops entered the town and Jean-Gabriel was entrusted with their supply. In particular, he furnished them with uniforms cut from blue cloth called “bleu de Genes” whence later derived the famous garment known worldwide as “blue killer jeans”.

20th-century evolution

In killer jeans 1901 Levi Strauss added the back left pocket to their 501 models.[19] This created the now familiar and industry-standard five-pocket configuration with two large pockets and a small watch pocket in the front with two pockets on the rear.

Fewer jeans were made during the, but ‘waist overalls’ were introduced to the world by US soldiers, who sometimes wore them off duty. By the 1960s, both men’s and women’s jeans had a  down the front.

Manufacturing process


Traditionally, jeans were a blue color using natural. Most denim is now dyed using synthetic indigo. Approximately 20 thousand tons of indigo are produced annually for this purpose, though only a few grams of the dye are required for each pair. killer jeans For other colors of denim, other dyes must be used. Currently, jeans are produced in any color that can be achieved with cotton.


Killer jeansIn 1962 Levi Strauss introduced their own pre-shrunk jeans (Lee and Wrangler’s jeans had already long been pre-shrunk); these did not shrink further after purchase, allowing the consumer to purchase a correctly fitting size. Pre-shrink is most common in jeans nowadays.[31] These jeans known as the 505 regular-fit jeans. The 505s are almost identical to the 501s with the exception of the button-fly. The Levi’s Corporation also introduced a slim boot-cut fit known as 517 and 527.

Used and distressed looks

The killer jeans use of jeans, though also arising naturally as a result of wear and tear, is also deliberately performed by suppliers—with distressed clothing selling for more than a nondistressed pair. For example,  sold “embellished mid-rise boyfriend jeans”

Care and wear

Despite most jeans be “pre-shrunk”, they are still sensitive to slight further shrinkage and loss of color from being washed. The Levi Strauss company recommends avoiding washing jeans as much as possible. Carl Chiara has a credo: The less you wash your jeans, the better your jeans become These and other suggestions to avoid washing jeans where possible have encountered criticism. Cory Warren, the editor of LS&Co. Unzipped, clarifies in a response to such a criticism:

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