Arvind, the denim giant and the largest fiber producer, and Invista, are bringing their latest in innovation, design and sustainability for the Indian market. They teamed up to launch the festive collection for 2017 – DECODE. This fresh and ultra-modern collection is showcased in the form of a spectacular display and a flamboyant runway show held at The Lalit, Mumbai, choreographed by Sheetal Sharma.
The festive’17 show DECODE highlights the multi-faceted nature of denim fabrics. It is said that denim remains one of the most interesting, complex yet evolving fabrics of all time. In this show, Arvind and Invista unravel its mysterious personality and decode the denim language to discover its different aspects and its deep underlying meaning.
The fashion show presented an innovative line of Flip denims (reversible denims), Azurite (Arvind’s patented technology of premium saturated indigo fabrics), 360 degree MUTANTS (multidirectional stretch knit denims) and XL MUTANTS (wider width knits for better production efficiencies), to name a few. It showcased a collection of DENIM EXPRESS which is a speed to market solution of versatile fabrics that are always in vogue – a much-needed requirement of the industry. The collection further extends to popular Arvind categories of BLUE NATIVES, NEOBUBBLE, BOOMERANG along with the bestsellers across the market.
Other than the fashion show, the highlight was also the display for 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’16 at Amsterdam. The participants included the top mills of the world like Candiani and Prosperity.
Arvind and Invista are now synonymous with the industry for bringing out innovative technologies for the consumers. All Arvind stretch denims are powered by LYCRA fiber and also include other Invista specialty products like COOLMAX Everyday fabric, COOLMAX ALL SEASON Fabric and CORDURA fabrics. These products with their strong performance properties provide a set of unique comfort and durability to the garments – a deeply desired feature by the end consumers.
On this occasion, Mr. Aamir Akhtar, CEO, Denim Fabrics, Arvind Ltd., commented: “We today are here to showcase “DECODE”, the festive collection. Arvind Ltd. every year comes up with new innovations in denim fabric, and I promise today that we will be coming up with new innovations in fabric every year. I thank Invista for believing in us and being there with us through this journey.”