Arvind mills re-launch flying machine

Bangalore, May 16 (UNI) Reviving the jeans revered by the 'rugged wearers', Flying Machine, the jeanswear brand has been re-launched to make a transit from 'mechanical associations' to being 'State of Mind'.

Arvind Mills, the makers of the brand are buoyed by the success of their other brands Arrow and Excalibur through their exclusive shops. The relaunch of Flying Machine is backed with the designing of products by Italian designer Chicco, who was associated with internationally successful brands like Replay and Evisu.

"We are investing Rs 50 crore to set up 50 exclusive stores in India by the year end. We have begun with five stores -- four in Bangalore and one in Hyderabad," Company Chairman Sanjay Lalbhai said.

Speaking at the launch of a new stores at Indiranagar here last evening, he said more shops are lined up for launch. "We are buoyed by the success of 140 Excalibur and 50 Arrow exclusive shops. Now we want to push Flying Machine which enjoyed a cult status in the Indian jeanswear due to its original style and heritate," Lalbhai said.

He said the focus would on the youth. The company would strike a deeper connect with the youth by reflecting their dynamic attitude.

"We will renew this brand which will help the youth to express themselves. In keeping with the transition of the brand, the complete identity has changed, including the logo," he said.

UNI