Arvind Fashions retools Flying Machine for Gen-Z with unisex denim push
India's first homegrown denim label is being repositioned by parent Arvind Fashions around unisex silhouettes and digital-first engagement, a bid to reclaim mindshare in a youth apparel market now dominated by global fast-fashion and D2C challengers.
What happened
Arvind Fashions is rebranding Flying Machine, India's first denim brand, to target Gen-Z consumers through unisex styles and digital engagement, aiming to
Why this matters
A revitalized Flying Machine could become a sharper M&A or licensing chip for Arvind, but only if the Gen-Z reset shows traction within two cycles.