Flying Machine adopts unisex styling, digital-first engagement, and new retail strategies to strengthen its presence in India’s denim market

Arvind Fashions is repositioning its denim brand Flying Machine to strengthen its appeal among Gen-Z consumers in India’s competitive apparel market. The company is focusing on unisex styling, trend-driven collections, and digital engagement as part of its updated growth strategy.

Flying Machine, launched four decades ago as India’s first homegrown denim label, is being reshaped to align with changing consumer preferences and evolving fashion trends. According to the company, younger consumers are increasingly favouring relaxed silhouettes, casualwear, gender-fluid styling, and trend-led fashion influenced by social media and global fashion cycles.

“Flying Machine has a fabulous equity and consumers resonate really well with the brand. The question for us has been how do we drive this brand much deeper, bring great products and ensure much deeper consumer connect as well,” Amisha Jain, MD and CEO, Arvind Fashions, told investors during the company’s recent earnings call.

The company stated that its research showed strong resonance with Gen-Z audiences, encouraging it to further sharpen Flying Machine’s positioning as a youth-oriented denim brand.

“We believe this equity is very well poised and connects strongly with the youth and Gen-Z consumer,” Jain said.

Arvind Fashions said it is closely tracking consumer preferences, including silhouettes, price points, and product categories, to maintain the brand’s relevance in a market increasingly influenced by international fast-fashion players, direct-to-consumer labels, and value-fashion platforms.

The company’s transformation strategy accelerated after it regained Flipkart’s stake in Flying Machine during the third quarter of FY26, giving Arvind Fashions full ownership of the brand. Industry officials stated that the move provides greater flexibility in shaping long-term positioning, digital strategy, and direct-to-consumer operations.

As part of its digital expansion plans, Flying Machine is preparing to launch a dedicated D2C platform, flyingmachine.com, during the second half of FY27. The company said the platform is intended not only as a sales channel but also as a means of strengthening direct consumer relationships and engagement with younger shoppers.

“Flying Machine is now live across multiple e-commerce platforms,” Jain said, adding that the company is also working to improve visibility across offline retail channels.

According to company officials, Flying Machine recorded double-digit like-to-like retail growth during the fourth quarter of FY26, while its business-to-consumer channel grew around 70 per cent. Department store sales also gained momentum following product refresh initiatives.

“What we are bullish about is Flying Machine’s positioning getting deeper and sharper,” Jain said, adding that the company expects the brand to continue recording double-digit growth.

Arvind Fashions also continues to expand its retail footprint. The company added 1.43 lakh sq ft of retail space and around 150 stores in FY26, primarily through the franchise-owned, franchise-operated route. Its exclusive brand outlet network stood at 1,025 as of March. The company plans to add 1.5 lakh sq ft of retail space in FY27 while upgrading store formats and expanding store sizes across brands.

“We believe there is an opportunity to expand our store network and upsize our stores as well,” Jain said.

The company also stated that premium brands such as U.S. Polo Assn. continue to benefit from premiumisation trends in India’s apparel market despite inflationary pressures and raw material cost volatility.