New Delhi, 27 February 2025: Arvind Limited, a leading integrated solutions provider in textiles, has launched its latest summer campaign, ‘Linen by Arvind, For All Kinds of Cool’. This campaign reinforces Arvind’s commitment to redefining linen as the ultimate summer fabric, offering a blend of style, breathability, and comfort for discerning consumers.
As part of this launch, Arvind Limited has expanded its linen collection with over 300 new styles, incorporating cutting-edge Intelli-Fabric technology. This innovative range includes wrinkle-resistant linen, breathable blends, and wool-blended linen fabrics, catering to today’s dynamic lifestyles. The expanded suiting collection also introduces stylish yet comfortable linen options for formal and special occasions. The new collection is now available across 160+ Arvind Limited stores and leading multi-brand outlets nationwide.
A Vision for Linen Beyond Summer
Pranav Dave, Chief Business Officer – Knits and Retail, Arvind Limited, shared his insights on the campaign:
“Linen has always been synonymous with summer, but it’s time to see it as more than just a seasonal fabric. Today’s fashion is about versatility, and linen adapts perfectly to this demand. Whether for work, travel, or everyday wear, linen is a timeless choice that balances style and comfort. With this collection, we want people to embrace linen as an all-year essential—not just for its comfort, but for the confidence it brings. True style is about feeling as good as you look.”
Bringing Linen to Life: The Three Expressions of Cool
The campaign film explores three unique expressions of linen, showcasing its versatility across different lifestyles:
- Lazy Cool: Designed for effortless dressing, this collection features airy, relaxed fits that exude laid-back elegance.
- Digital Cool: Perfect for those always on the move, this range combines lightweight, breathable fabrics with sharp, contemporary styling—ideal for work and social outings.
- Traditional Cool: A fusion of heritage and modernity, this collection reimagines classic styles with a contemporary twist, making it ideal for business meetings and festive occasions.
