Amazon forays into apparel for men with Denim Hangout

Written by fe Bureau | Bangalore | Updated: Jun 4 2014, 16:53pm hrs
Global e-commerce major Amazon on Tuesday took another step towards cementing its position in the high-margin fashion business with the launch of Denim Hangout and innerwear stores for men. The customers can choose from over 1,500 styles in mens denim and over 1,300 styles in mens innerwear from the Indian and international brands.

The denim store would cater to diverse tastes with wares from brands like Levis, Pepe Jeans London, Lee and Wrangler, among others. It would soon store accessories like wrist bands, belts, bags, shoes, wallets and caps.

The average number of denims a man has in his wardrobe is four. Chances are that they are all of the same fit, wash and style. Once they have decided a fit or wash tone, men refrain from stepping out of the familiar zone. The Denim Hangout at breaks down the elements of denim lifestyle and simplifies it for our customers, said Vikas Purohit, category leader, fashion, Amazon India.