Arvind Limited, one of India’s pioneering denim manufacturers, has launched its latest AD Denim collection alongside a new brand campaign fronted by actor Raghav Juyal, as the company looks to reposition its five-decade-old denim legacy for a younger consumer base.
The campaign, themed ‘Real Comfort. Real Denim. For the Real You,’ centres on authenticity and individual style, aiming to connect Arvind’s long-standing denim expertise with a generation the brand describes as valuing self-expression over convention.
Commenting on the launch, Pranav Dave, Chief Business Officer – Retail, Arvind Limited, said, “Arvind’s relationship with denim goes back decades, and our expertise has always been rooted in our ability to innovate across fabric, fit, finish and craftsmanship. With AD Denim and our campaign featuring Raghav Juyal, we are bringing this legacy to a new generation in a way that feels contemporary and authentic. Through Arvind Denim Lab, consumers can take this journey a step further—from choosing denim to creating denim that is truly their own.”
New Collection for AW’26
The AD Denim range for Autumn-Winter 2026 introduces new fits and silhouettes aimed at everyday wear, spanning classic indigo tones to modern washes and finishes. The collection is positioned around the idea of denim as a form of personal expression rather than a uniform product.
Bespoke Denim Through Arvind Denim Lab
Beyond the ready collection, the company is pushing its custom denim vertical, Arvind Denim Lab (ADL), which lets customers build a pair of jeans from scratch. The offering includes premium imported fabrics from Italy and Japan, along with personalisation options covering fit, wash, finish, custom measurements, and detailing such as leather patches, buttons, rivets, zodiac motifs and monograms.
A Legacy Repositioned
With the new collection, the Raghav Juyal campaign, and the Denim Lab initiative, Arvind is positioning itself at the intersection of heritage and modern customisation — betting that decades of manufacturing expertise, paired with a youth-facing face and personalised offerings, will help it stay relevant with today’s Indian denim consumer.
The campaign film is available on YouTube.
