Arrow’s limited edition, ‘stitchless’ shirts a hit in India

Men’s wear brand Arrow is known for its range of innovative shirts. Last festive season, the brand unveiled an innovative collection of stitchless shirts priced above Rs 5,000. The ‘Superluxe: The Stitchless Shirt’ is a premium limited edition collection created without any stitch and is aimed at the

upwardly mobile consumer.

A stitchless wonder

Typically, a shirt is made with different pieces of fabrics sewn together. This leads to creases on the seams. The superluxe technology used to create a stitchless shirt adopts eco-friendly high polymer thermo fuse adhesive material on the seams. The product is engineered without a single visible stitch and the seams are fused eliminating the problem of creases and puckering on seams of shoulders, sides, collars or the placket.

Elaborating on the USP and response to this product, Venkataramani, CEO, Heritage Brands Division that retails Arrow says, “The response to the stitchless shirts has been very good. It’s an innovation. It’s something that hasn’t been done by others in this space. Stitchless is the purest form of wrinkle free product. There’s not a single wrinkle in the entire piece. Even in a wrinkle-free fabric, there could be imperfections in the stitches but this shirt has no such problems. It provides a clean look. Best premium two ply fabric, premium finish and technique are used for the shirt.”

While the main fabric used in formal shirts is cotton, Arrow is now introducing superior varieties of cotton for its collection. “We have been investing in interesting products each and every season. We have formals and sports. Within formals, we have a collection targeted at the younger audience. This has given a fantastic response in the last two years,” avers Venkataramani. In the last few years, with a large share of consumers moving from premium formal shirts to smart casuals, Arrow is cashing in on the opportunity with trendy, stylish yet premium shirts range for today’s corporate consumer. He says, there are formal shirt brands offering special occasion shirts more in the western way than in the Indian ethnic way. Formals are getting smart in their offerings. But casuals are coming into work wear. That’s why brands are offering formals, casuals, smart, sport under one roof. What’s more with global brands coming into formal shirts space, choice for consumers has increased. And they are benefitting from the competition.

As Venkataramani points out, “Demand for smart casuals has forced brands to get better with their product, fabrics, and offer formal shirts for special occasions and go premium in terms of offerings. People who wear formal shirts are beginning to appreciate value additions like stitchless features and are willing to pay the price.”

Arrow wants to remain relevant to youngsters with innovations every passing season, offering contemporary designs and styles. “In the last two years, Arrow New York has helped us do that in the formal space. We have very contemporary designs and styles. Arrow New York appeals to urban Indian youngsters,” he explains.

Arrow from Arvind Brands is known for its very American style and white shirts and is aggressively spreading its retail presence in India by adding new stores and appealing to young men and women by introducing an array of new styles. Launched in India in 1994, the Arrow collection of a complete range of men’s and women’s wear includes: Arrow Formals - comprising of Presidents Collection and a premium range of suits, shirts and trousers, Arrow Sport – leisure and weekend wear, to complete the American sports lifestyle, Arrow New York – an international line of slim formals for the youth, that is minimalistic, modern and trendy and Arrow Woman – formal, casual and evening wear ensembles for the urban woman. To complete the look of the professional, Arrow also offers shoes, bags and accessories.