labels: advertising/branding, arvind brands
Arrow introduces lightweight cotton Miracle Chinos in Indianews
Our Convergence Bureau
24 December 2002
Mumbai: Arrow, the leading premium menswear brand, has announced the launch of its finest range of lightweight cotton chinos called Miracle Chinos.

Created from fine Giza cotton, each yarn of this ultra-light fabric is the result of intertwining three strands. Each yarn is singed - a special process that removes the hairiness of the fabric, thereby giving it an extra sheen. The fabric is also Vat dyed, thus ensuring the retention of the original colour even after extensive use.

Priced at Rs 1,995, Arrow has introduced formal detailing like the split seam stitching that lends a formal look to the casual chinos. The Miracle Chinos also come with 'dyed to match' herringbone fabric pockets and belt lining, completing the formal look. This range has seven colours to offer: black, navy, grey, teal, hunter (green), light grey, stone and ecrue.

''Keeping in mind the increased awareness among our consumers for high-quality fabrics, our 151 years of experience has helped create the lightest chinos ever introduced to the Indian dresser. With Miracle Chinos we want to reaffirm our commitment to offer the latest in international trends to our Indian consumers,'' says Janak Dave, business head, Arrow, Arvind Brands Ltd.

The Arrow company, a division of Cluett Peabody & Co Inc, USA, began operations in the US in 1851 and soon established itself as a leader in men's fashion. Today, Arrow remains America's best-loved shirt brand and is synonymous with elegance and class. For 150 years, the Arrow shirt has been crafted from the finest fabrics and designed with attention to the smallest detail.

Arrow was launched in India in 1993. Targeted at discerning men between 25 and 44 years, Arrow is the voice of authority and the benchmark in formal dressing, one that understands the complete wardrobe requirements of its customers. Arrow is known for its master shirt craftsmanship that comes with heritage exclusive to Arrow.

The Arrow wardrobe is available in three ranges - Arrow: America's Premium; Arrow: America's Sport; Arrow: America's Classic. Through the years, Arrow's expertise and continuous monitoring of fashion trends and consumer needs has put the brand at the forefront of the ever-changing men's wear market.

 


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Arrow introduces lightweight cotton Miracle Chinos in India