Behind the Brand

Brand Talk – Arrow

brand-talk_creative1while we at Myntra stay ahead with the latest in fashion, we also take great pride in presenting to you new innovations in clothing. One of the most respected brands in formal wear, Arrow, has launched yet another cutting edge product – the stitchless shirt. Yes, you read that right!

Rishi Vasudev, COO, Arrow, tells us all about the mechanism behind the creation.

Arrow has always been an innovator. The latest invention, the “stitchless shirt” sounds fascinating. How is it possible to make a shirt without stitching it?
A shirt is typically made from different pieces of fabric sewn together. This leads to creases on the seams, and manufacturers have been trying various ways to avoid this disadvantage and constant research led to the birth of a technology used in the Limited Edition Stitchless shirt from Arrow. The SuperLuxe technology that makes this feasible adopts eco-friendly high polymer thermo fuse adhesive material on the seams. This offers 100% wrinkle resistance, making it a flawless and perfect shirt.

What are the advantages of the stitchless technology?

  • Superluxe, the stitchless shirt is engineered without a single visible stitch and the seams are fused eliminating the problem of creases and puckering on seams of shoulders, sides, collar or the placket.
  • Because of the stitches being eliminated, it makes the shirt 100% wrinkle free – hence flawless and perfect in finish.
  • The fabrics used are of the highest quality in 2 Ply cotton, which gives the shirt a very premium look.
  • Adding to the contemporary styling are the buttons which too are snap buttons to eliminate sewing threads to complete the flawless look.

Is the stitchless seam less stronger than a thread seam? Wouldn’t there be a fear of it coming apart?
In fact because of stitching being eliminated there are lesser chances of wear and tear. The SuperLuxe shirt has been tested for quality and lasts beyond 20 washes, that is typically guaranteed in any regular stitched shirt.

What kind of man is the stitchless shirt targeting? How niche would it be?
Superluxe, the stitchless shirt is a limited edition offering with only about 100 shirts made per day. This makes it truly an exclusive shirt, meant for someone who is seeking exclusivity and finesse. This is a revolutionary product apt for someone who is seeking to adopt new technology first.

Since the brand constantly innovates on new fabrics, finishes and construction, what else can we expect from Arrow in the future?
Arrow has been known as an innovator and has been crafting the future of shirts since 1851. The brand has in the recent past launched innovations in shirts such as Autopress, the Travel Series, Handmade shirt and the Puraido shirt amongst others. And now Superluxe, the Stitchless shirt. You can look forward to Arrow pioneering many more such innovations in the future as well.

Beyond the obvious shock value and novelty factor of a stitchless shirt, what made Arrow consider doing this?
Arrow has been an expert shirt maker, and this expertise requires us to continuously provide new products using the latest technology to meet the consumer’s latent needs and requirements.

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Brand Talk – Lakme

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Your mother swears by it, your aunt can’t imagine life without it, and possibly, your grandmom also sings praises to its name making it impossible for you to consider your beauty pouch complete without a few essential products from the brand. Lakme has built tremendous goodwill and trust factor among women of all ages and brought to Indian women ample make up options when the country hadn’t seen a deluge of make up brands. Sixyty years on, Lakme is going strong, providing women with affordable make up and beauty products and adding colour to our lives. Purnima Lamba, Head, Lakme Innovation, tells Style Mynt, what makes the brand timeless.

How has Lakme been able to consistently remain the preferred option for cosmetics and beauty products for over 60 years?

Lakme has stayed relevant to the Indian woman for over 60 years because we re-invented beauty for her time and again.

In the nail colour category, you have introduced pop colours like canary yellow, green and blue. Are they being picked up only by 20 something collegians or are older women showing interest in them as well?

Pop colors appeal across all ages – women match their nail colors to their outfit and when fashion goes pop, so does make-up. That was the trend Lakme set with PopTints.

What’s Lakme’s brand philosophy? Would it ever enter the men’s grooming market, given its huge success in women’s beauty products?

Lakme is the only beauty brand that offers salon and skin services. We see beauty as a continuum and find that women are looking for professional styling solutions every day. Lakme Absolute Salons – our premium tier of salons, open in South Ex in Delhi and in Bangalore are unisex. We are soon opening one in Bandra, Mumbai as well.

Merlot is the hottest lip colour this season and has even surpassed red in its popularity. Lakme has a whole range of merlot lip colours. What kind of eye make up do you think suits merlot lips?

With a deep merlot lip, one should opt for light eye make-up. A line of Absolute Kohl Intense will work magic.

What does your new 3 in 1 aqua shine lip colour offer that other lip products don’t?

Aqua Shine is a lip balm+lip color+gloss in one. The convenient twist up pen format makes it a staple for your handbag.

What are the key eye and lip colours for the season? Are they suitable for all complexions?

In the festive season an intense kohl look for the eyes is a classic. But we are also introducing a new trend with light silvery-pink metallic shades of Absolute Shine Line for both eyes and lips in the Royal collection for Lakme Fashion Week Winter ’13.

Being (a stylish) Human

What happens when Bollywood’s most popular actor meets India’s leading online fashion store?

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Salman Khan is one of the most bankable stars in Bollywood today, with a string of high box office grossers and when it comes to a good cause, he is a step ahead with his charitable foundation. The Being Human Foundation aims to improve lives through education and health care initiatives for the underprivileged. Being Human merchandise is where fashion meets a good cause and you can easily be a part of it.

Myntra is proud to be the exclusive online partner of Being Human merchandise! We have over 130 styles of apparel and over 40 styles of accessories, starting from Rs 699. The range includes a great variety of cool t-shirts, tanks, polos, casual shirts, trousers, jeans and shorts along with interesting accessories like belts, caps and wallets for men.

With contemporary styling and cool graphics, the collection is on trend and very urban.  So go ahead and explore Being Human’s latest designs. After all, Salman himself is rarely seen sporting anything other than Being Human apparels. Besides, part of the proceeds goes to help the underprivileged, so you are helping out a bigger cause!

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IMAGE CREDITS: Salman.sosugary, Sallunews.blogspot, Salmankhanclub

The Effortlessly Well-Groomed Look

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Peter England has made a name for itself as a brand that signifies the “Beginning of good things” in a young man’s life, be it his first successful job interview, his first promotion or his first corporate trip abroad. Ajay Kumar, designer for Peter England formals gave a few pointers on the brand’s reigning looks for this season.

Creating a well groomed look
This season is all about a clean, sharp image, while paying close attention to cuts. According to Ajay, a slim fit shirt is a great choice when paired with flat front slim fit trousers.

Play with colour
For those of you who love colour, Ajay suggests wearing shirts in solid colours like cherry reds, greens and dark turquoise blues. This colour palette is in stark contrast to the sombre mood of the winter season and it can easily bring life to a grey or black suit.

The devil is in the details
Turn-up-hem trousers that sit just one fold above the shoes, a sleek belt with a minimalist buckle, slim ties and a classic pair of black Oxford shoes – all these add up to create a sleek look that is on trend.

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