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.
Arvind Fashions is rebranding Flying Machine, India's first denim brand, to target Gen-Z consumers through unisex styles and digital engagement, aiming to recapture relevance in the youth apparel market.