Flying Machine was launched in 1980 by Arvind Lifestyle Brands Limited. Soon after its launch, it dominated substantial market with its proposition of “fits tailor-made for Indians” backed by the Arvind Mills credibility. By 1994, it had become a leader in branded jeans in India and was seen as the torch-bearer of not just fashionable denim, but also a cultural youth icon.
In 2007, as a part of its relaunch phase, the brand roped in Italian designer Chicco (pronounced Khee-co) to help reinvent its design philosophy to be able to cater to an all-new Indian consumer. Chicco had gained immense popularity through an 11yr design career with the famous Italian brand Replay, designed stuff for ‘Brad Pitt’ and ‘Beyonce’ and gone on to co-own a company that produced premium denims in Europe.
While Chicco was brought on board to take design to the next level, JHP-London was signed on to partner the brand’s transformation at the retail level. As a result, the brand achieved a remarkable makeover through a new and urban store-format across the country.
As a last, but definitely not the least important effort, Flying Machine roped in emerging star Abhishek Bacchan to be its Brand Ambassador for its relaunch year.
2007 marked the year of come back with no looking back for Flying Machine. What followed was a steady conquering of the market even while taking on biggies like Levi’s, Wrangler etc. On one side the brand consistently delighted consumers with top-of-trends designs and on the other it grew to make an enduring connect with its bold, clutter-breaking communication. With campaigns like “Don’t Tag Us” and “What an Ass” to its credit, Flying Machine today represents not just the new cool in trends, but also the new cool in attitude.
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