Mumbai (Maharashtra) [India], Mar 6 (/BusinessWire India): Denims have evolved in the past 150 years from being miners' workwear to poor man's utility, to a hallmark of rebellious youth, into high fashion sensibilities.
Today, denims have found acceptance as lifestyle apparel and people from all walks of life, gender and age groups wear jeans as a 24x7 product. Be it for work, party or play, denim is in demand!
Indian jeanswear market has been consistently growing in double digits. Jeans have made inroads into corporate wear. Women's changing lifestyle and preferences are favouring Jeanswear.
Youngsters transition seamlessly from their work routines into the party and outdoor mode, in the same pair of Jeans. Demands on aesthetics, performance, and functionality of denim fabric and apparel are expanding very quickly.
Stimulated by the acceleration in the sector, Arvind, the USD 2 billion textile-to-technology conglomerate, 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 today's event. They have been Arvind's innovation partner since many years and have collaborated to deliver multiple unique and successful products to the Indian market.
At the unveiling held in Mumbai today, Arvind Denims debuted the INFIKNITY range, representing infinite possibilities in Indigo inspired activewear lifestyle, using a range of technology adaptations in Knitting. Also, on display were the latest up-dates 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 democratized jeans for a wider Indian population, were also on display. Apart from these, up-dates in the AZURITE, BOOMERANG and 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 our senses and make us feel plush, warm and cared for.
"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," said Aamir Akhtar, CEO, Arvind Denims, while talking about the latest United by Indigo Festive 2020 collection.
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.
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( With inputs from ANI )