Arvind Taps Into Its Denim Senses for Fall/Winter ‘18
Denim came to India in a big way in the 1980s and Arvind had a lot to do with it.
The Indian manufacturer, which has been in business for more than 70 years, aimed its expertise at producing denim 30 years ago and now produces more than 110 million meters of the fabric each year. The focus at Arvind, is to keep technology ultra-modern, ideas innovative and denim at the forefront of what the market wants.
When it came time to think about its collection for Fall/Winter ’18, Arvind turned to its SENSES—and named the line to suit.
The idea, according to Arvind Denim CMO, Saurabh Samnol, it was to explore the aesthetics of denim, turning to new textures and hues and bringing them to life in a range of silhouettes. But what also sets the collection apart is its extensive line of fabrics with TENCEL® branded lyocell fibers in various blends, which Arvind tapped into to give its denim greater dimension, plus that ever-softer hand-feel that consumers are constantly after.
Carved in Blue spent some time with Saurabh to get a better look at the inspiration behind the denim purveyor’s latest line.
Carved in Blue: What influenced the SENSES collection?
Saurabh: We draw our seasonal inspiration from macro trends rather than the ever-changing, short-lived micro trends. For this season, we filtered our key themes through our senses. SENSES explores denim through the narratives of Intuit, Indegene and Aesthesee, taking global influences and connecting them with local values. The combined narrative is a sensory exploration of the denim fabric for the fall-winter season.
Carved in Blue: What are some of the fabric constructions?
Saurabh: We have traditional twills in different weights, along with a few novelty weaves. Our focus has been on sustainable fibers and achieving better wash-downs and color casts.
Carved in Blue: Why did you decide to use TENCEL® fibers in the collection?
Saurabh: TENCEL® fibers have been an important component in Arvind’s collections for a long time. Its renewed relevance comes from an innate sensitivity towards the environment and an ongoing quest for softer hand-feels.
Carved in Blue: Arvind also developed a men’s collection called TENCEL® Fibers Y NOT. What’s the story behind this line?
Saurabh: TENCEL® fibers have been—since its introduction—extremely popular in women’s fashion, thanks to its luster, drape and softness. However, it can be used successfully in menswear fabrications, taking advantage of its strength and comfort. Hence the “Y NOT.”
Carved in Blue: What are men looking for from their denim today?
Saurabh: Same as always, durability, comfort, and style.
Carved in Blue: What about sustainability—how does that fit into the collection?
Saurabh: In addition to using TENCEL® fibers, we only used “green” processes and chemicals for the washes, which were developed at one of our partners’ labs in Italy.
Carved in Blue: What does Carved in Blue mean to you?
Saurabh: For us, it is the endless source of our daily inspiration!