In­dia: Arvind Lim­ited part­ners with Directa Plus to cre­ate per­for­mance denim

Stitch World - - NEWS TRACK -

In­dia’s tex­tile ma­jor Arvind Lim­ited has en­tered into an ex­clu­sive part­ner­ship with Italy’s Directa Plus, a pro­ducer and sup­plier of con­sumer-facing graphene-based prod­ucts, to add a per­for­mance ori­en­ta­tion to its denim col­lec­tions.

The col­lab­o­ra­tion will see Arvind, an in­dus­try leader in branded re­tail with a port­fo­lio that in­cludes la­bels like Chero­kee, Ex­cal­ibur, Fly­ing Ma­chine, Gant, Levi’s, Nau­tica, Pierre Cardin Paris, Tommy Hil­figer and Wran­gler, work with Directa Plus’ G+ brand that is fa­mous for its graphene blends.

Gi­ulio Ce­sareo, CEO of Directa Plus plc said in a state­ment, “The in­cor­po­ra­tion of our Graphene Plus will fur­ther dif­fer­en­ti­ate Arvind’s den­ims by pro­vid­ing unique fea­tures and per­for­mance en­hance­ments. Con­sumers can en­joy th­ese ad­van­tages safely, know­ing that our prod­ucts are hy­poal­ler­genic, non-toxic and sus­tain­ably pro­duced.”

The prod­ucts cre­ated out of this al­liance will im­bibe smart prop­er­ties to con­ven­tional denim fab­rics. The ben­e­fits range from ther­mal and elec­tri­cal con­duc­tiv­ity to ther­mal reg­u­la­tion, heat dis­si­pa­tion, en­ergy har­vest­ing, data trans­mis­sion and odour re­sis­tance.

At the mo­ment, Arvind man­u­fac­tures more than 100 mil­lion me­tres of fab­ric and 6 mil­lion pairs of jeans. The com­pany re­cently un­veiled its new denim col­lec­tion that com­prised of in­no­va­tive of­fer­ings like BLUE NA­TIVES™, NEOBUBBLE™, BOOMERANG™ mak­ing the firm one of the fastest to adopt in­com­ing trends.

Aamir Akhtar, CEO – Den­ims, Arvind Ltd., added, “Tech­nol­ogy plays a vi­tal yet in­vis­i­ble hand in de­ter­min­ing the per­for­mance, style and func­tion­al­ity of the den­ims we de­velop. The use of graphene in this is ab­so­lutely new and will yield some of the smartest, most widely used fab­rics in the years ahead.”

The agree­ment with Directa will en­able Arvind to go be­yond just be­ing a tex­tile com­pany to­wards a more ver­ti­cally in­te­grated part­ner­ship with lead­ing busi­nesses in the fash­ion in­dus­try.

The prod­ucts cre­ated out of this part­ner­ship will have prop­er­ties like ther­mal reg­u­la­tion and odour re­sis­tance

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