Arvind Limited partners with Directa Plus to revamp denim

By

Isabelle Crossley

Published
May 15, 2018

The clothing and textile manufacturer Arvind Limited has entered into a partnership with Directa Plus to create a new type of denim with advanced properties and features.

With the aim of making denim production more sustainable and of pursuing the latest textile technology, Arvind Limited has signed a deal to work with Directa Plus. “We are delighted to have signed this significant collaboration with Arvind as they have the same ethos and passion about sustainable innovation that is able to bring positive change to the world,” said the CEO of Directa Plus, Giulio Cesareo, in a statement.

Cesareo went on to say: “The incorporation of our Graphene Plus will further differentiate Arvind’s denims by providing unique features and performance enhancements. Consumers can enjoy these advantages safe in the knowledge that our products are hypoallergenic, non-toxic and sustainably produced. We look forward to working with Arvind to develop technically-advanced denims and further innovations leveraging our Graphene Plus.”

Stating that the brand would focus more and more on textile innovation, Arvind Limited’s Denims CEO, Aamir Akhtar, said in a statement: “Technology plays a vital yet invisible hand in determining the performance, fashion quotient, and functionality of the denims we develop. The use of graphene in denims is absolutely new and will yield some of the smartest, most widely used fabrics in the years ahead. We are excited about the opportunities it presents, and we want our key customers to be amongst the first to experience and enjoy the advanced, new-age clothing we will create with Directa Plus.”