Arvind Ltd has entered into an exclusive partnership with Italy’s Directa Plus to add a performance orientation to its denim collections. The collaboration will augment Arvind’s portfolio which includes labels like Cherokee, Excalibur, Flying Machine, Gant, Levi’s, Nautica, Pier Cardin Paris, Tommy Hilfiger and Wrangler.
The products created out of this alliance will add smart properties to conventional denim fabrics. Their benefits will 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.