Denim is the most loved and used fabric in between the young generation. It is already used as cross product classification, as customers in India are turning very intelligent. There is a rapid growth in customers and brands are playing a big role. 

Right now denim is going through a revolution in terms of design aesthetics and convenience to cater to the “evolving” comprehension of the shoppers.

Arvind Limited, a textile to retail and brands conglomerate, along with Invista, an integrated producer of fibres, presented some of the modifications of this garments staple through its exclusive denim collection named ‘Gravity’ at its annual event Arvind Festive 2018.

A unique experiential concept:
The ADL Experience: Art and Science of Denim wash curated and developed by onboard international laundry experts Giovanni Petrin and Andrea, who have been previously instrumental in the success story of the famed Italian laundry Martelli, was also displayed.

The installation showcased the right, aspirational, yet sustainable denim wash directions.

There was also a visually exciting Indigo Art Centre to have a look at their vision of ‘Indigo-inspired lifestyle’. This section of the event focused on creating endless possibilities with indigo beyond just jeanswear.

E-indigo, an innovative line, uses a new indigo dyeing technology, which is not only considerably more sustainable related to traditional dyeing techniques, it also grants a fresh glamour to the finished product.