BEYOND BLUE JEANS: How Flying Machine is Reimagining Denim

Flying Machine’s growth story began in 1994, when it became the first Indian denim brand to introduce stone-washed denim, a popular trend at the time. From then till today, the brand prides itself of being the creative maverick’ in denim technology in the Indian market...

- Surabhi Khosla

A denim s a response to the growing demand for global fashion and high-quality products, homegrown brand Flying Machine was launched in 1980 by Arvind Lifestyle Brands Limited, a subsidiary of Arvind Limited, one of the largest textile conglomerates in India.

With access to cutting-edge technology and best in class collaborations with industry experts across the globe, Flying Machine has since evolved into a popular and well-established jeanswear brand in the country as well as an innovative fashion brand, with a special focus on Gen Z audiences.

Flying Machine's growth story began in 1994, when it became the first Indian denim brand to introduce stone-washed denim, a popular trend at the time. From then till today, the brand prides itself of being the 'creative maverick' in denim technology in the Indian market.

One of the brand's most popular and successful product lines is F-Lite Jeans - shockingly lightweight, flexible and luxuriously smooth. The brand also offers an ample choice of fits across its denim portfolio 

The Jackson Fit', which is skinny The 'Cobain Fit', its most-loved loose fit.

A wide range of finishes from Lux Raw washes to athentically aged, worn out vintage jeans in various styles such as Carpenter Pants, Classic 5 Pockets, Truckers and D-Mach, make up its range of ergonomics And the upwar journey didn't stop here.

"Between 2011 and 2021, Flying Machine introduced its new logo and built a strong retail presence. We partnered with various celebrities and influencers to promote ourselves, creating a strong association between products and young consumers.

In 2018, we ventured into the e-commerce space, launching our official online store and reaching a much wider audience of online shoppers," says Nidhi Raj, CEO, Flying Machine.