Business

Arvind Unveils `United by Indigo’ Festive 2020 Collection

Arvind Ltd announced the launch of its latest collection, United by Indigo - a collection for the forthcoming Festive 2020 Season In India, that thoughtfully balances the legacy of authentic denim with future possibilities to capture the essence of the present-day global trends. The LYCRA^® Company, a market leader in functional and performance speciality - stretch yarn technology, co-hosted the launch event. LYCRA has been Arvind’s innovation partner since many years and has collaborated to deliver multiple unique and successful products to the Indian market. At the unveiling held in Mumbai, Arvind Denims debuted the INFIKNITY Range, representing infinite possibilities in indigo inspired active wear lifestyle, using a range of technology adaptations in knitting. Also on display were the latest updates on the already popular range of MUTANTS that blend the ruggedness and durability of traditional jeanswear with comfort and supple softness of real knits. The widely acknowledged BLOCKBUSTER range of denims that democratised jeans for a wider Indian population, were also on display. Apart from these, updates in the AZURITE, BOOMERANG & SELF-EDGE range of products were well appreciated. At the core of the collection is the central theme of “Sensation”, with surfaces and hand feel that tease the senses and makes one feel plush, warm and cared for. Talking about the latest United by Indigo Festive 2020 collection, Aamir Akhtar, CEO, Arvind Denims said, "This collection celebrates the potential of collaborations and technology lead innovation. We are constantly inspired by the consumer’s free-spirited pursuit of an experiential lifestyle. Our shared passion and 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. " Arvind recognizes the critical role of trade channel partners in expanding its reach into the Indian denim market. It actively collaborates with its channel partners to study and respond to emerging consumer trends across all segments of the denim market. Caring for the environment, economic and social impact, are a way of life at Arvind and it is a pioneer in making denims increasingly sustainable and eco-friendly.