New Delhi: Arvind Limited, an integrated solutions provider in textiles, has launched its much-awaited summer campaign, ‘Linen by Arvind, For All Kinds of Cool’. The campaign aims to redefine linen as the ultimate fabric for all seasons, emphasizing its versatility, breathability, and comfort for consumers seeking a stylish and functional fabric choice during the warmer months.
As part of the campaign, Arvind Limited has also expanded its linen range, introducing over 300 new styles. The new collection features the innovative Intelli-Fabric technology, incorporating wrinkle-resistant linen, breathable blends, and wool-blended linen fabrics. These fabrics are designed to align with the demands of today’s fast-paced lifestyles, offering both style and practicality. The collection includes stylish suiting options that cater to both formal and special occasions, ensuring a broad appeal across various customer needs.
The expanded collection is available at more than 160 Arvind Limited stores and leading multi-brand outlets across the country.
Pranav Dave, Chief Business Officer – Knits and Retail at Arvind Limited, shared, “Linen has always been synonymous with summer, but with this collection, it’s time to see it as more than just a summer fabric. Today’s fashion is about versatility, and linen as a fabric adapts to such demands perfectly. Whether for work, travel or everyday wear, linen is a timeless choice that offers both style and comfort. With this collection, we want people to experience and make it an all-year essential. We want people to embrace linen not just for its comfort, but for the confidence it brings, because true style is about feeling as good as you look.”
The campaign showcases the diverse expressions of linen through three distinct styles, reflecting the ways people incorporate linen into their everyday wardrobe:
- Lazy Cool: A collection designed for those who prefer effortless, laid-back dressing with an edge. Featuring airy, relaxed fits, these pieces feel as good as they look.
- Digital Cool: Built for the fast-paced individual, this collection combines lightweight, breathable fabrics with sharp, effortless style, ideal for both packed workdays and spontaneous nights out.
- Traditional Cool: A fusion of heritage and modern design, this collection is tailored for those who appreciate classic styles with a contemporary twist, offering the ease of linen with tailored elegance suitable for business meetings and celebrations.
Arvind Limited continues to push the boundaries of textile innovation, creating fashion that blends craftsmanship with modern-day requirements. With decades of experience in the industry, Arvind remains committed to redefining fabric excellence and inspiring generations with its timelessly elegant designs.
The campaign is now live across digital platforms and in Arvind Limited retail stores.
