Denim for Good

Think sustainable fashion. Think Khadi denim, Ikat denim, zero denim, natural fibres like wool and linen, RENAISSANCE (post-consumer waste denims) to name a few from Arvind’s green line denim fabric brands. Renowned for introducing innovative products in 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’. Arvind Limited, part of India’s leading USD 1.7 billion textile to retail conglomerate along with INVISTA, one of the world’s largest integrated fibre producers, showcased future innovations in the Denim segment with the first edition of ‘DENIM FOR GOOD’ show in Bengaluru. Arvind and INVISTA have been synonymous in the Industry for bringing out innovative technologies for the consumers. The exclusive fest organised for fashion connoisseurs and industry enthusiasts, gave a glimpse into Project Indigo Life, Arvind’s new extension from Denim to Knit category, representing an indigo inspired lifestyle. INVISTA’s trademark LYCRA®, introduced innovative products such as T400 eco made and COOLMAX® eco made. All Arvind stretch denims are powered by LYCRA® fibre and other INVISTA specialty products like COOLMAX® core, COOLMAX® ALL SEASON technology, LYCRA®dualFX® technology and LYCRA® BEAUTY. These products with their strong performance properties provide a set of unique comfort and durability to the garments.

A pioneer of the denim revolution in India, Arvind has introduced many firsts in the denim industry including various IP led designs and technologies. ‘DENIM FOR GOOD’ featured the latest lines of Arvind’s brands such as BOOMERANG™, BOOMERANG™ 360, BOOMERANG™ BOUNCE, AZURITE, and HYBRID CHINOS to name a few. ARVIND DENIM LAB (ADL), providing the services of co-creation, innovation, trend services and marketing communications for its partners, presented the new wash trend collection. The wash trend collection has been developed at ADL using the eco-friendliest technologies and processes. The exclusive collection was established by Arvind’s wash consultants Giovanni and Andrea who come from the famed Italian laundry Martelli.

The occasion gave special emphasis to sustainability by displaying major denim categories by Arvind designed and manufactured to ensure minimum impact to the environment and society. Commenting on the DENIM FOR GOOD event, Aamir Akhtar, CEO, Denims, Arvind Ltd. said, “At Arvind, we are constantly innovating with eco-friendly technologies and processes to design products that have strong performance properties with a unique set of comfort and durability – a deeply desired feature by the end consumers. Project Indigo Life is an exciting new extension from denim to a new category representing an indigo inspired lifestyle from Arvind – the masters of Indigo in India. The category will marry comfort and performance with Indigo aesthetics, while aligning with sportswear and athleisure flavour.” The event concluded with a panel discussion on ‘How to make ethical fashion mainstream’. This was followed by a runway show that highlighted the latest denim trends developed under ARVIND DENIM LAB using a mix of sustainable processes.