The Australian denim brand major, Jeanswest, had a not-to-be-forgotten fashion night on July 29, 2009. Apart from showcasing upcoming denim trends for 2009 Fall/Winter, it launched a never-before concept store in the region. Inaugurated by Ms. Amanda Hodges, Counsel-General & Trade Commissioner of Australia, the Jeanswest store was launched with a new concept in the Mall of Emirates. Also present on the occasion of the launch was Mr. Andrew Hides General Manager-Business Development Jeanswest, Australia.

The launch was followed by a very trendy fashion show where live models showcased some of the gorgeous clothing and eye-catching collections. The excitement continued with the live performances by DJ Sabrina of Germany, guitarist Nalin Samath and Dubai-based Beatbox group. All this action took place in the main lobby (near Harvey Nichols) of Mall of the Emirates.

For select media people, the fun continued with an exclusive screening and premiere of the movie Hangover in Grand Cinemas. And they boogied into the wee hours of the next morning in the post-event party at Belgium Beer Cafe.

Jeanswest, the denim brand major from Australia has grown into one of the favorite lifestyle fashion brands internationally. The brand which has a global presence with about 2,200 stores across the globe is holding a denim fashion night in the UAE. The fashion show was largely meant to predict the denim trends for the coming season. Jeanswest entered the Middle East in franchisee with the Apparel group UAE and has ever since then been catering to the denim lovers of this region.

“We are proud to have Jeanswest in our portfolio of brands, as you can imagine Jeanswest is all about Jeans (Genes) and lifestyle (DNA) around it.  Its very blueprint PURPOSE are “LIBERATION THROUGH DENIM - EXPRESSION” by creating lasting denim relationships, we inspire the freedom to express your individuality through fit, style and confidence.  Jeanswest POSITIONS in the market a unique point of difference i.e. “DENIM MATCH-MAVEN (EXPERT), style that fits with denim, Denim that fits with People, people that fit with Jeanswest. In other words, reason that someone chooses our brand over another is “YOU WILL FIND YOUR MATCH AT JEANSWEST” We know denim, we know style and importantly, we know our CUSTOMERS that’s YOU!  Our values and attributes are simple i.e. FOCUS, COURAGE, FLAIR and UNITY.  Jeanswest PERSONALITY traits are expressed through every aspect of our brand's identity i.e. Innovative, Effortlessly cool, Unpredictable, Playful, Confident, Genuine and Trustworthy.” “As quoted by Jeanswest Marketing Brand Book.

We are very excited to have an association with such a high caliber Jeans retailer like Jeanswest, said Azim Hashim, GM, Jeanswest Apparel Group.”

“We are glad we arranged this splendid evening which was a real treat for all denim loyalists,” said a beaming Kanti Shetty, GM-Marketing & Quality, Apparel Group, UAE. “Jeanswest has been the one stop shop for the best denim trends that one can have.”

The additional attractions were the three Denim Doctors present at the venue. They gave free consultations and advice on choosing a pair of jeans as per body type, shape, fit cut and even the width of the bootcut. The team of “doctors” also advised if the bootcut should be 19 inches or 14 inches; which footwear to wear; do's and don’ts in denim; and most importantly, after-care tips of denim. Since there was an overload of people registering for the Doctors' advice, members of the public were given appointments valid for a period of three months. During this time, they can come to seek proper guidance and advice.

On offer for everybody was 20% off on purchases in the store, too.

The fashion show, along with the live performances entertained the audiences and took many breaths away.

Attention Editors:

About Jeanswest:

Jeanswest is an Australian Denim brand since 1972 where your will find your match, we know Denim, we know style and importantly, we know you. It was in the glorious year of 2007 that the Australian brand had set foot in the Middle East, giving a wide array of denim trends to choose from. The brand had their first store opening in Perth city, Australia. The now favorite denim brand of Australia and New Zealand , has grown by leaps and bounds over the past years. Today, Jeanswest operates over 2,200 stores across Australia, New Zealand, Middle East and China, with eyes set to open soon in Fiji, South Africa, India and Brazil.

About Apparel Group, UAE:

The Apparel Group, one of the leading Fashion Retailers in this part of the world, has made a mark already with its wide range of products that simply stand out. The Group is on the threshold to enter emerging markets in the Czech Republic, Hungary, Pakistan and Egypt. Currently, the group has operations in UAE, Kuwait, Qatar, Kingdom of Bahrain, Sultanate of Oman, India, Poland, Singapore, Jordan, Kingdom of Saudi Arabia, Russia, Indonesia, Taiwan, Thailand and Malaysia.

With an impressive tally of over 500 stores all over the globe and more than 50 international brands, The Apparel Group is pursuing to achieve their mission of 1000 stores by 2012. This is by no means an ordinary achievement considering the fact that it started its operations only in 1996 with just one brand under the leadership of Mr. Nilesh Ved, in Lamcy Plaza.

Today, the group stands tall with over 50 brands in its ever-increasing portfolio with brands originating from U.S., Canada, Europe, Australia and the Far East. The drive is to bring together all the top Fashion brands from across the world under the Apparel Umbrella and to become the “Best Global Retailer”.

For info please contact :

JENNIE D. PISCASIOSA

Marketing Department – Apparel Group

Direct line  +971 4  8136176

E-mail : jennie@appareluae.com