New
Delhi, 19th March 2018: Arvind
Limited, Indias leading textile to retail and brands conglomerate,
along with Invista, one of the world's largest integrated producers of
fibres, showcased its exclusive denim collection in New Delhi named GRAVITY,
at its annual event called Arvind FESTIVE 2018. A pioneer of the denim
revolution in India, Arvind has introduced many firsts to the denims industry
including various IP led designs and technologies. FESTIVE 2018 also witnessed
the launch of futuristic denim technology brands like E-INDIGO, BOOMERANG
360*, BOOMERANG BOUNCE, CHROME CORD and HYBRID CHINOS.
Taking
inspiration from the most powerful force on our planet, Arvind launched
its latest collection called GRAVITY, a range of new denims
that embody Power, Stability, and Comfort. The collection was introduced
through engaging displays and an enthralling runway show that highlighted
the most desired features of modern day expression of energy.
Woven-Knit
Denims category has been driving the Indian Denim market for last few
years. It has now reached a saturation point. Market is looking for new
ideas. During the event, Arvind and Invista hosted an expert panel to
brainstorm for such new ideas, in a thought provoking session titled Looking
beyond Woven Knit Denim. The event also included a unique experiential
concept titled The ADL Experience: Art and Science of Denim wash
curated and developed by on board international laundry experts, Giovanni
Petrin & Andrea, who have been previously instrumental in the success
story of the famed Italian laundry, Martelli. This installation showcased
the most trend right, aspirational, yet sustainable denim wash directions.
With sustainability lying at the core of Arvinds belief, this wash
trend collection has been developed at ARVIND DENIM LAB (ADL) using eco-friendly
technologies and processes.
Commenting
on the Festive 2018 event, Mr. Aamir Akhtar, CEO, Denims, Arvind Ltd.
said, Arvind Limited is taking steps for leveraging innovative technologies
to create the best fabrics across performance, fashion, and functionality.
We are constantly pushing our limits to redefine denims every season.
It is our endeavour to bring customers the best products that are aesthetically
elevated, technologically innovative, and most importantly sustainable.
We will continue to work towards creating disproportionate value for our
customers by providing them with end to end solutions from design to delivery.
Renowned
for introducing innovative products to the Indian denim market for years,
Arvind created a visually stimulating Indigo Art Centre, that gave visitors
a sneak peek into their vision of Indigo inspired lifestyle.
This section of the event focused on creating endless possibilities with
Indigo, beyond just Jeanswear.
A key
Innovation highlight at the show was Arvinds new product range christened
as E-Indigo. This range uses a path breaking new Indigo dyeing technology,
which is not only substantially more sustainable compared with traditional
dyeing techniques; it also imparts a completely new & aspirational
aesthetic appeal to the finished product. The technology creates unique
& controlled patterns on the fabric that resemble traditional textile
art form of Ikat. Arvind takes pride in being the 1st Textile Company
in India to exclusively offer this product to the Domestic market.
The
Show was curated in collaboration with Invista, which has been a long-standing
technology partner to Arvind and has collaborated to jointly undertake
path-breaking research & development in the field of textiles. Transforming
daily life through its innovations, Invista also showcased the path-breaking
technology of COOLMAX® ECO MADE that has been brought to India exclusively
in partnership with Arvind.
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