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Arvind and INVISTA 'Decode' The Festive Collection
Mar '17
Courtesy: Arvind
Courtesy: Arvind
The denim giant Arvind and one of the leading fibre producers INVISTA, recently showcased their latest denim innovations for the Indian market at the launch of their 2017 Festive Denim Collection - Decode. The launch events, held on March 6 in New Delhi, and March 18 in Mumbai, included flamboyant displays and a spectacular runway show.

This fresh and ultramodern 'Decode' collection highlights the multifaceted nature of today’s denim fabrics. Constantly evolving, denim remains one of the most interesting and complex fabrics of all time. The dramatic runway show unraveled denim’s mysterious personality and decoded its language, so attendees could discover its different aspects and deep underlying meaning.

“We are here to showcase ‘Decode’ the Festive Collection. Arvind Ltd comes up with new innovations in denim fabric each year and I promise today that this will continue every year. I thank INVISTA for believing in us and supporting us throughout this journey,” said Aamir Akhtar, CEO, Denim Fabrics, Arvind Limited.

Adding to this, Rebecca Li, Commercial Director, INVISTA, spoke about the longstanding partnership between INVISTA and Arvind to develop denim innovations, and the kind of marketing activities they are doing to reach out to the value chain. She also spoke about innovations including LYCRA dualFX technology, LYCRA T400 fibre, COOLMAX technology, and THERMOLITE technology, and how both firms work together to bring these innovations to the Indian and global markets.

Further, Kapil Lakhwara, Consultant, Market & Business Development, INVISTA, said ‘’This launch event provided a forum for us to meet and speak directly with traders, brands, garment makers and others in the value chain. It enabled us to better explain our garment collections and the technologies used, show videos, and close deals even faster by having Arvind and INVISTA together in one place.”

Highlights of the exclusive runway show featuring the latest denim products included an innovative line of Flip denims (reversible denims), Azurite (Arvind’s patented technology of premium saturated indigo fabrics), 360o MUTANTS (multidirectional stretch knit denims) and XL MUTANTS (wider width knits for better production efficiencies). It also showcased a DENIM EXPRESS collection, which is a speed to market solution of versatile fabrics that are always in vogue, and a much-needed requirement of the industry. The collection further extended to include popular Arvind bestsellers from across the market:  BLUE NATIVES, NEOBUBBLE, and BOOMERANG.

While speaking on the sidelines of the event, Saurabh Samnol, Chief Marketing Officer, Arvind Limited said, “As the business becomes more cluttered, and competition is all around, the only way you survive and thrive is by creating barriers and moving ahead of the pack. Arvind is an innovation-driven organisation and sustainability is at the core of everything we do. Design is the only way we can support our customers’ needs. Fashion is all about narrating stories and creating value for the consumer, and at this event, the entire area has been segmented into clear stories, so it’s very important to connect with your marketplace and bring solutions to your customers. That is why this show is very important for us in connecting with our immediate customers and channel partners. We are at the beginning of the season, so this is the right time to bring innovations to a larger audience and tell them the stories behind them.”

Adding to this, Vijay Shrinivas, Chief of Strategy & Business Development, Arvind Limited said, “We are in the fashion business, so we have to constantly find new ways of exciting our customers. Our goal is to make sure that our denim is always fresh and always competes with other classes of fabrics that we have. Each year before a season starts, we want to make sure that the innovations we have developed are showcased to the right audience. This event is an opportunity to present the design, innovation and sustainability pillars upon which Arvind Denim is built. Here we invited all the key brands and our trade partners who are the people actually cutting the garments etc. We had an amazing response in both Mumbai and Delhi. These are places where people are always short of time and multitasking, but we had a lot of foot traffic. The denim shows were a huge success as they attracted a lot of attention from buyers across the country. I am extremely pleased with the response it has received.”

Besides the fashion show, another highlight was the display for the Khadi denim collection. Arvind recently received much appreciation globally for this phenomenal sustainable fabric. Arvind won the prestigious Global Denim Award for best fabric in October 2016 at Amsterdam. The participants for the award included the top mills of the world like Candiani and Prosperity.

Arvind and INVISTA are well-known in the industry for developing innovative technologies designed to meet consumers’ needs. All Arvind stretch denims are powered by LYCRA fibre and often include other INVISTA specialty products like COOLMAX technology, THERMOLITE technology, and CORDURA technology, to name a few. These products add unique comfort and durability to garments, and their strong technical performance properties are deeply desired by end consumers.

Arvind Limited is one of India’s largest integrated textile and apparel companies with a strong retail presence. Arvind is also the pioneer of denim in India with a turnover of around US$1.3 billion in FY2015-16. Arvind has an unmatched portfolio of owned, licensed brands and retail formats. The company’s own product brands include Megamart (recently rebranded as Unlimited), Flying Machine, Colt, Ruggers, Excalibur among others while its licensed product brands have big global names like GAP, Arrow, Gant, Izod, Elle, Cherokee, US Polo Assn, The Children’s Place and Sephora, to name a few. It has a joint venture in India with global majors Tommy Hilfiger and Calvin Klein. (KD)

Fibre2Fashion News Desk – India

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