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Arvind Limited partners with Directa Plus to create performance denim

by Apparel Resources News-Desk

15-May-2018  |  2 mins read

Arvind Denim x Directa Plus
Image Courtesy: restore-design.net

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, Pier 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 being a textile company towards a more vertically integrated partnership with leading businesses in the fashion industry.