Arvind Fashions repositions its Flying Machine denim brand to target Gen Z with unisex products and e-commerce expansion.
Arvind Fashions is shifting its Flying Machine brand from millennials to Gen Z, focusing on unisex denim and trend-driven products. The company aims to capitalize on a fast-growing consumer segment, supported by a revised product line and e-commerce push, including a planned app and dotcom launch in the second half of the fiscal year.
Executives highlighted Flying Machine’s “double-digit growth trajectory” during the Q1 2027 earnings call. The brand, launched in 1980, will also expand its retail presence near universities and youth-centric markets. CEO Amisha Jain noted the brand’s strong equity and sharper repositioning as key drivers.
The move aligns with broader industry trends toward inclusive, digital-first fashion targeting younger demographics. No immediate market reaction was reported.