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Arvind sees vast scope in stretch, eco-friendly denims
May '12
Arvind Limited, the company that pioneered the manufacturing of denim in the late 1980s in India, sees enormous growth opportunity in stretch and eco-friendly denim fabrics and has recently launched two brand new concepts - Dynamo Denim with performance stretch and Universal Denim for eco-friendly and sustainable fashion.

During the last few years, there has been a considerable rise in the demand of garments that offer a higher level of comfort. These days, consumers increasingly prefer stretch denims for casual wear.

The fresh collection Dynamo Denim features innovative commercial fabrics that out perform current stretch denims. Dynamo Denim retains its recovery and stretch properties that are normally lost in standard stretch denims, according to Arvind.

Dynamo Denim has improved dimensional stability and consistently low shrinkage. It maintains the fresh out of the dryer shape without any bagging or sagging, even after multiple uses.

On the other hand, the manufacturing of Universal Denim fabrics collection employs effective application of process chemicals in place of conventional systems. This enables the uniform application of functional aqueous chemistry to the denims with less than half the water required by conventional systems. Thus, the fabric is non-toxic and helps in the conservation of energy.

Speaking to fibre2fashion, Mr. Subir Mukherjee, Head Marketing-Denim, Arvind Ltd., said, “Dynamo and Universal are two uniquely crafted stretch denim concepts. These concepts incorporate new technological innovation in Arvind's stretch denim manufacturing.”

Briefing about the Dynamo stretch fabric, he says, “Focus for Dynamo range was to bring ever lasting comfort without compromising on quality. Normally, any stretch fabric tends to elongate on pressure areas like waist band, knees and hips. New technology used in Dynamo range will ensure that these areas remain in shape.”

Apprising about the features of Universal eco-friendly fabrics, he says, “We came out with Universal range to bring a uniquely even wash down behavior with rich colours. In line with latest fashion trends, our design team created this line of stretch denims where the slubs on the warp yarn appear more as 'paintings' than as 'pop-outs'. The wash behavior is slower and more even.”

“All the products in these two ranges are super compact fabrics. We are very excited with the customer feedback we received during our launch at Mumbai, Delhi and Ahmedabad. We see enormous growth potential, backed by these two ranges,” Mr. Mukherjee concludes.

With an Installed capacity of over 110 million meters per annum, Arvind is one of the largest producers of denim worldwide.

Fibre2fashion News Desk - India

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