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COVID-19 impact: Arvind Fashions looks to reinvent denim

Published: August 19, 2020

Denim which was the go-to fabric has been shunned by customers. He also agreed that sales of denim for the company has been ‘pretty low.’

The new work-from-home reality has rapidly recalibrated the fashion code for professional wear. With more work calls and team meetings now taking place from the comfort of home, office wear has become decidedly more relaxed.

According to retailers, consumers are gravitating to a more relaxed work look. People are pairing shorts, yoga pants, or track pants with more professional looking tops for video calls.

Sensing the demand for comfort wear, Flying Machine, one of the well-known denim jeans brands of Arvind Fashions Ltd (AFL) did not want to lose out on this opportunity.
Hence, they are planning to ‘reinvent’ denim jeans. “We will reinvent and make sure denim is not lost,” J.Suresh, Managing Director and Chief Executive Officer, Arvind Fashions Ltd told Moneycontrol in a candid chat adding that the company wants to make denim lighter and comfortable like joggers.
“It will be a combination of denim and comfort wear,” Suresh added.

Jeans pants, which are made from denim or dungaree cloth, was the go-to fabric for both men and women, for all seasons and occasions. It has been the ultimate comfort in casual wear, but the coronavirus pandemic has changed all that.

However, he sounded optimistic about the pick up in sales of denim once it’s reinvented.
When asked on the pricing Suresh said, “Flying Machine jeans price in India falls in an affordable bracket.”

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