NoLimit surpasses all limits for men’s clothing

Thursday, 21 October 2010 01:26 - - {{hitsCtrl.values.hits}}

By Cheranka Mendis

Taking men’s wear business to another level, NoLimit clothing chain opened an exclusive men’s only store in Wellawatte on Saturday.The new store, which covers 5,000 square feet of space, is the 19th showroom for the 18-year-old company.

Committed to bring contemporary branded fashion to the ever-demanding youth through its chain of outlets, the move of establishing the second ever men’s only store was instigated after frequent requests to widen the clothing and accessory range for men.

Marketing Manager NoLimit A.L.M. Akeel speaking to Daily FT stated that the store was designed to fit the ‘bigger and better’ concept that would soon engulf almost all stores.

Focus on Wellawatte

He stated that the company targets a growth plan of two stores per year and accordingly has opened two – the exclusive store in Wellawatte and another in Wellawatte focusing on their exclusive saree and shalwar range ‘Pallu.’

With two stores in close proximity, Wellawatte has become a priority for the clothing chain this year. “The reason for this is that we have identified increasing demand from the area both for sarees and men’s clothing. People like to dress fashionably and people from this area more so. Also we have recognised that there are more people willing to spend more on clothes and accessories in this area,” Akeel said.

The store holds the biggest range of men’s clothing from all NoLimit stores. From their own brands such as MBRK, Deedat, NLM and Emerald to other recognised brands such as Venfeild and Topller, the range is wide and varied.

“MBRK brings out a range of formal wear for executives while Deedat concentrates on casual wear,” he said.

NLM brand offers a range of formal/ office wear while Emerald is popular in the corporate world. An extensive range of accessories from ties, tie pins, cufflinks, belts and wrist watches are also available for fashion conscious gentlemen. Shoes and men’s perfumes and body care products are also on display.

Latest trends

Operation Manger M. Rifandeen speaking to Daily FT on the latest trends in the fashion world stated that if a man is all ready to impress – be it a member of the opposite sex or his boss – he should opt for a MBRK shirt.

“MBRK ultra slim shirts go well for the younger generation while those who are on the ‘chubby’ side should cover their curves by wearing a slim fit shirt,” Rifandeen said. Blue has been a traditional best seller while pink and violet are moving in, in full force.

When it comes to pants, there are three kinds to chose from, even though the last is less on demand now. “There is ultra slim, slim and urban fit. With slim fit trousers, men look thinner and it adds volume in a lengthier manner while the urban fit caters to a fairly older crowd since it is those regular loose fit pants. And when it comes to jeans, it’s the pencil cut that matters.”

““If you are buying a tie, look for the 3.5 cm slim ties, preferably in small checks or stripes. The solid color fashion which was the in thing recently is out now,” he added.