India : Arvind Extends Arrow Brand to Linen Shirts

Linen is on a comeback trail. The natural fibre is back in favour with major labels like Banana Republic and Ralph Lauren embracing it in a big way in their upgraded portfolio.

Riding high on the new-found passion for this hand-spun fabric, Arrow is perhaps the first local brand to introduce the top-line linen shirts in India. The premium Arvind brand has roped in Italian designer, Renato Grande to design the new collection for the Indian man.

“Blended fabrics, which are a mix of cotton and polyester, are moving out of premium menswear. Linen has traditionally stood for super premium in the minds of the consumer. The usage of linen in garments is a trend being observed by Indian as well as international markets and stands for being simple, colourful, looking relaxed and going out in style,” according to Arrow’s business head, Janak Dave.

Arrow expects 20% topline growth this summer with linen accounting for 10% of the growth. With linen and cotton in the revival mode, Indian fashion designers are using linen in their collections, while other corporate brands are expected to follow suit.

“People’s interest level in synthetic fibres is going down day by day. More and more men are tending towards natural things. This has possibly brought about the resurgence in linen. And to some extent the environmental-friendly drive and health-consciousness also have led to the craze for this natural fibre,” Mr Dave said.

While Arrow’s 100% linen shirts will cost Rs 1,795, the cotton-linen blends will cost Rs 1,395. Arrow is importing the fabric and has launched 19 designs in this new range. It also plans to launch linen bottoms in future. “Linen is for the connoisseurs,” he said.

According to Mr Dave, the lengthy and tedious procedure involved in the process of making linen, besides the fact that it has to be imported from other parts of the globe makes it a costly fabric. The high point about the fabric is its cooling effect.

Linen is cool and absorbent which makes it the preferred choice for summer clothing.