Saturday, August 18, 2007

Branded blunder

A guide on how NOT to spend a mighty two grand INR, written when flared jeans made women go weak in the knee.

For most of us non-earning students who need to to survive on a monthly allowance for 'material comfort', two thousand INR is a reasonably big amount. We alone know the labour it consumes to save up the dough by thrift expenditure, cutting back on junk food, entertainment and other bare necessities to acquire a grand possession which our guardians refuse to sponsor. Hear then, my tale of woe with a warm heart and be sure to learn what I did. *sniff*

It all started off with my cousin telling me how happy she was in her 10 year old jeans which she had been wearing atleast twice a week from her college days and are still in perfect condition. Cutting short her chatter on plans of making it family heirloom, I inquired the brand. Levi's, she answered. Levi Strauss. I was politely disappointed, as I rarely do find right-fitting jeans and Lee was the sole brand my loyalty lay in, having invested on a lovely new pair the previous week. I was however tempted to possess (by her description) a snug, never wearing pair of denim clothing and decided on Levi's.

Then began the grueling, for Mum flatly refused to sponsor the novelty, her argument being most of my clothes never came out of their closet hiding and that I already owned too much denim anyway. Without losing heart, I began saving up moolah, saying no to unsponsored junk and being my best at home for good bucks. At the end of several weeks, I had a slightly smaller waistline and more importantly, two grand!

The prospect of shopping for a dream pair of jeans lifted my post exam-results gloom and Mum was glad to accompany me to the store, provided I stayed shut while she invested two hours on selecting a saree. Vokay then, off we went to Brigade's Levi Square. While Mum amused herself seeing the well arranged mannequins, I told the cheeky store girl what I wanted. 'Grey, light-flare and no elephant eared kinds please', I smiled. She was obviously too dumb for the joke, I guessed, as she rummaged around, suggesting me to go for skinny jeans (or whatever it sounded like, sickly clothing that clings to your legs) which were apparently the next fashion trend. 'Try straight fit ma'am, more formal look'. Are you right in the head, girl? Are jeans even supposed to be formal? Finally she pulled it out, a possible ugly duckling, grey (thankfully not faded) but much to my displeasure, highly flared, elephant ear sorts I dreaded. Mum was pleased though as it stirred memories of 'bell bottoms' in her college days and asked me to try it on while she recollected what colours she had owned.

Trial woes. The 'regular waist' didn't even come up to my waist and forced dieting had put me between two sizes. It was nearly revolting, sliding down at the waist and flapping at the bottom. Mummeee. I look like a pheelaawar pot! Minutes later however, I was trying to hide my displeasure and buying it with grit teeth because I didn't want the trouble I took to earn it go waste, plus it carried some offer and with my dextrous skills at the sewing machine, I could be able to make it beyond passable. Well, a week later I finally decided it could not be put to perfection. Gave up rebelling and agreed to wear it the way it was.

That day I learnt that something should never be settled for if its simply not right. That day I learnt that decisions should not be pressured upon but reasoned with. That day I learnt to give an ear to what Mum says, think on it for seconds atleast instead of flat rejection and then act because grownups get it right most of the time.

Finally, a few things I want to sort out with Levi Strauss & co.

Not every denim loving woman is a fashionista. Most of us are sensible mortals and still take jeans as comfort wear which we can leisure in. What do you have for us? Nothing! If key comfort is replaced by overpriced, hip revealing, clingy, flappy stuff, the brand will soon cease to exist because we pay you for quality. Keep a section with proper waisted, well fitting trousers and with sensible store people around else I may be forced to change my career path to teach you a thing or two.

PS: Dearest cousin, the next time you think something is good, please get it for me. :)


Karry said...


Awesome article, sis! My experience with Levi's hasnt been bad, as such, but when I did go with..someone when she wanted to buy clothes, I know how much effort it took. :P

An entertainer, is what this is. Am a little less bored now. :P

Govil said...

Ha ha ha ha ha ha

Never had such a tryst with Levi's.

Didnt know such a small thing could go miles far!!!

rachan kamath said...

A nice distinction,your blog is.a nice sense of style.Its awesome! and please do share some more blunders :)

Sure you have some more and i guess Ruffles lays or choc dint help your 'forced dieting' :P

maybe thats the reason you are stuck between two sizes :P

PS:No hassles!

Anonymous said...

I haven't read the complete article except the intro...I just watched the movie and I guess I am not in the mood...but I'll read it later.

Anonymous said...

Nice article Aksie.I enjoyed reading.

Do you know Levi invented jeans for mine workers?

I like your choice of jeans by the way.Personally my loyalty is with the brands : Killer (Kewal Kiran Clothing)(affordable and quality),Park Avenue (Raymond) (Favorite worth saving money for).

What is the Elephant Joke?

I really really liked this article.

Kisses for that.xoxo

P.S Correction : Overpriced spell check at the end of the article.

Anonymous said...

Also Look at this one.

It is actually one of my favorites but as a student it is way expensive for us however I am saving for few things.

Akshata said...

We dont get dolce and gabbana here, have heard its good. I swear by Lee though, limited choice but neat stuff. And hardly any online sites deliver to India. Thanks for the spell check. :)

Anonymous said...

Elephant Ear joke?

Akshata said...

Chuck it. You won't get it.:p

Arjun Bharadwaj said...

Nice article, girl............
Was just browsing through my friends scraps(which is an annoying habbit....... I can't seem to have my hold on...) and was able to find this blog........

"Not every denim loving woman is a fashionista. " Controversial statement
(I happen to know atleast a gross of people from darker sex who would swear by it :)..........)

"Trial woes. The 'regular waist' didn't even come up to my waist and 'forced dieting' had put me between two sizes. "

Had me rolling over the floor with fits of laughter........

Akshata said...

And it is the darker sex that has to resort to dating tips and agony aunt sites to understand the fairer sex. :p Isn't this the absolute? The darker sex never got us right. :p

And the trial woes had nothing to do with body structures. 8)

Arun said...

"Levi's, since 1976", will soon cease to exist. Why? Because you and your denim loving women friends "pay for quality".


Akshata said...

1976? Check the label, sire. It says 'patented in 1873'. An error of 103 my.

Someone needs to their homework before a casual fling of comment.

Also, why can't the brand cease to exist? You might also include in your homework a research on how many 100+ year old brands have vanished in this decade, for instance the one time international pharmaceutical leader Benadryl that closed down in 2007.

Meghana Naidu said...

BRANDED-clothes-making-people seem to think that every garment needs to come in two sizes (which i like to call the glove and the sack.)
its either too small or extra large.
they fail to appreciate the -erm- right curves ;)

im completely with you in wanting the Levi's people to 'wake up and measure the right bodies'
1873 or not.

super entertaining this one was :)