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Arvind unveils 'ready-to-stitch' denims
Mar '10
Arvind Ltd, the Rs 25 billion turnover integrated textile manufacturer and apparel retailer has unveiled its latest range of pretreated 'ready-to-stitch' (RTS) denims under the brand name of 'Arvind Intellifabrix' in Ahmedabad.

The new product has been developed through a research and development initiative of the denim division team and will be available in two different lines; denim chinos and denim jeans. The price points have been fixed between Rs 299 and Rs 450 per pack to be available in lengths of 1.3 meters.

A special treatment and finish has been accorded to the RTS denims. The pack will also carry accessories like branded buttons, zipper, labels, rivets and even pocketing fabric and can be stitched at any regular tailoring shop.

Mr Subir Mukherjee, Head, Sales and Marketing, Denim Fabrics told Fibre2fashion, “We are targeting the Indian workwear segment. People who don't find their perfect fit in the ready made segment can now wear a pair of jeans/ chinos stitched to their measure.

“Normally denim jeans are washed in an industrial laundry to take care of the superficial indigo colour and enhance touch and fill and since we have introduced some innovative finishes in the fabric itself so that after stitching, a consumer can start wearing jeans or Chino trousers without any industrial wash.

“Our range is in the right weight range for Indian weather and we are sure, the segment of consumers who find a pair of ready made jeans either too flashy or too expensive will now have the option of wearing a pair of jeans of the highest quality and yet affordable.”

Elaborating on the range he said, “This range includes single and two ply chinos and conventional denim fabrics and all fabrics are specially treated to enhance hand-fill and improve crocking values, along with which there are a wide range of designs and colours.”

Fibre2fashion News Desk - India

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