AD Denim, from the House of Arvind, builds on the company’s denim legacy through fabric innovation, craftsmanship, fits and finishes. The new AW’26 collection introduces new fits and distinct silhouettes designed for everyday comfort and personal expression. It spans timeless indigo alongside contemporary washes and finishes, reflecting the different ways denim can become an extension of personal style.
Commenting on the launch, Pranav Dave, Chief Business Officer – Retail, Arvind Limited, said, “Arvind’s relationship with denim goes back decades, and our expertise has always been rooted in our ability to innovate across fabric, fit, finish and craftsmanship. With AD Denim and our campaign featuring Raghav Juyal, we are bringing this legacy to a new generation in a way that feels contemporary and authentic. Through Arvind Denim Lab, consumers can take this journey a step further—from choosing denim to creating denim that is truly their own.”
The campaign is built around the thought “Real Comfort. Real Denim. For the Real You.” Featuring Raghav Juyal, it focuses on authenticity and individuality while connecting Arvind’s denim heritage with a generation that believes personal style should come without a rulebook.
The campaign video is available at https://youtu.be/yvh4HAjJGsI?si=9wJgjQmm_7PS54g6.
Taking the denim experience further is Arvind Denim Lab (ADL), a custom-made denim experience where consumers can create a pair that is uniquely their own. Consumers can explore premium denim fabrics, including select fabrics from Italy and Japan, and personalise their denim across fabric, fit, washes, finishes and detailing.
ADL also offers custom measurements and personalisation options such as leather patches, buttons, rivets, zodiac details and monograms.
With AD Denim, Raghav Juyal and Arvind Denim Lab, Arvind continues to build on its denim legacy by bringing together heritage, craftsmanship, innovation and personal expression for the modern Indian consumer.
About The Author
.jpg)
Comment List