Riding on the growing denim sector in India, textile-to-technology conglomerate Arvind announced the launch of its newest collection, United by Indigo which is its forthcoming Festive 2020 collection.
The latest offering balances the legacy of authentic denim with future possibilities to capture the essence of the present day global trends.
The launch event was co-hosted by The Lycra Company, a market leader in functional and performance speciality – stretch yarn technology.
The firm has been Arvind’s innovation partner since many years and has collaborated to deliver multiple unique products to the Indian market.
Arvind debuted the INFIKNITY range which represented infinite possibilities in Indigo-inspired activewear lifestyle, using a range of technology adaptations in knitting.
Besides, there were latest updates on its already popular range of MUTANTS which are a blend of the ruggedness and durability of traditional jeanswear with comfort and supple softness of real knits.
Also on display were BLOCKBUSTER range of denims, and updates in the AZURITE, BOOMERANG and SELF-EDGE range of products.
Aamir Akhtar, CEO, Arvind Denims, said “This collection celebrates the potential of collaborations and technology-led innovation. Our shared passion & love for Indigo unites and binds us. The Indian festive season is a celebration of the human spirit. We have chosen three mood boards, namely Sensation, Reflection and #LIT that represent our view on the season.”
Denim has evolved in the past 150 years from its inception when it was used by miners and as poor man’s utility to a hallmark of rebellious youth into a high fashion merchandise. And Arvind never fails in recognising the critical role of all its partners in expanding its reach into the Indian denim market. Arvind has a world-class experience centre, Arvind Denim Lab (ADL), which provides the services of co-creation, innovation, trend services and marketing communications for its partners.