Arvind Strengthens Its Denim Legacy with New AD Denim Collection and Raghav Juyal Campaign
Arvind Limited, one of India’s pioneers in denim, has unveiled its latest AD Denim collection, accompanied by a new campaign featuring actor and youth icon Raghav Juyal. With more than five decades of denim expertise, Arvind continues to evolve the category through fabric innovation, craftsmanship, fits and finishes.
From the House of Arvind, AD Denim brings the company’s denim legacy to a new generation through contemporary silhouettes, premium fabrics, comfort and versatility.
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.”
The new AW’26 collection introduces a range of new fits, offering distinct silhouettes designed around everyday comfort and personal expression. From classic indigo to contemporary washes and finishes, the collection explores the versatility of denim as an extension of individual style.
At the centre of the campaign is the thought “Real Comfort. Real Denim. For the Real You.” Featuring Raghav Juyal, the campaign celebrates authenticity and individuality, connecting Arvind’s denim heritage with a generation that views personal style as an expression without a rulebook.
Personalised Denim with Arvind Denim Lab
Further extending the denim experience is Arvind Denim Lab (ADL), a custom-made denim experience that allows consumers to create a pair tailored to their preferences.
Consumers can explore premium denim fabrics, including select fabrics from Italy and Japan, and personalise their denim across fabric, fit, washes, finishes and detailing. ADL also provides custom measurements and personalisation options including leather patches, buttons, rivets, zodiac details and monograms.
With AD Denim, Raghav Juyal and Arvind Denim Lab, Arvind continues to build on its denim legacy by bringing together heritage, craftsmanship, fabric innovation and personal expression for the modern Indian consumer.
