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Arvind showcases Tough Max Lycra denim fabric at Mumbai
Apr '13
Daniel Kotkin
Daniel Kotkin
After receiving a promising response at the kick-off show in Delhi last week ARVIND Denim Showcases TOUGH MAX LYCRA fabric from INVISTA in Mumbai. This premier innovation from INVISTA has been introduced in the Indian market to enable the denim jeans makers to stay on top of the innovation curve in tandem with the contemporary apparel trends and consumer preferences.

TOUGHMAX LYCRA fabric is powered to withstand the rigors of everyday wear and tear and provide the freedom of movement. The fabric revolutionises the traditional garmenting process by taking comfort and performance a notch higher.

Consumer studies reflect the need for jeans that offer a combination of enhanced comfort, moderate stretch and a rugged look at the same time. Therefore over the years jeans have also evolved in terms of fashion and the Indian youth is looking for different styles of rips, abrasions, bleach spots, embroidery and cuts such as regular straight. TOUGH MAX LYCRA fabric fulfills this need. The innovation leads the way, reflecting the emerging trend towards a fusion of performance fibers or fabrics and everyday apparel.

Arvind Denim will be showcasing their Festive 2013 collection in Ahmedabad and Kolkata on 3rd May and 8th May respectively as well. The denims introduced as part of this collection use a technology called Spice Denim that gives a yarn dyed denim look to garments after washing, which is increasingly becoming popular with consumers.

Aamir Akhtar, CEO, ARVIND Limited said, “Looking at the current scenario, we believe that differentiation is largely driving the industry these days. This differentiation is attained through better innovation and design. The use of INVISTA’s sophisticated fiber and fabric technologies under the guidance of world-renowned designers has enabled ARVIND to deliver many firsts in the international denim markets.

"Arvind Stretch Denim powered by LYCRA Brand Fiber brings together the best of INVISTA’s textile innovations and Arvind’s years of mastered strength in core spinning and stretch weaving technology, that will provide the denim brands and garment manufacturers a balanced and stable product of guaranteed superior quality.”

Talking about the TOUGH MAX LYCRA Fabric at the event Daniel Kotkin, Executive Vice President, Eastern Region, Apparel, INVISTA said, “TOUGH MAX LYCRA fabric is a very significant offering from INVISTA. A large part of the population prefers to wear denims irrespective of age and gender considering everybody supports an active lifestyle these days.

"Therefore, the fabric has been designed keeping in mind the day to day needs of our consumers across all age groups and work profiles. TOUGH MAX LYCRA fabric has upgraded the concept of rugged jeans since it packs toughness and comfort together without being heavy & stiff at the same time. The fantastic consumer response has reinforced our confidence that TOUGH MAX LYCRA fabric is here to stay.”

TOUGH MAX LYCRA fabric is twice as strong in comparison to 100% cotton jeans and can withstand everyday stretch, stress and offers longstanding use. Made from a blend of cotton and high performance LYCRA T400 fiber, jeans of TOUGH MAX LYCRA fabric move with the wearer for a comfortable fit that lasts.


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