Fashion Brands making comeback – Newport, Ruf & Tuf


Arvind Mills is one of the biggest denim brands across the world that established in 1995.  The brand was well known for their casual fashion wear available at very reasonable price.  After doing exceptionally well for few years, the company turnover did reach 100 crores.  But by 2000, few of the brands went off-shelf and the company focussed on different spectrum of business.   But now in 2019, the growth in Urban Youth population portraying a new lifestyle have inspired the company change the approach.  The company relaunched the brand – Ruf & Tuf (only men) and Newport (Ladies & men) that will be sold only via Digital platforms.IMG_20190816_181040

CEO Speaks                                                          

The company hosted a special event a special event recent at Radisson Blu Atria, Palace Road, Bangalore.  Mr.Anindya Ray – CEO of Arvind Mills and multiple designers from the company were part of the event.

CEO seemed very excited to share news about the relaunch of the old brands.  He shared insights about company history, current marketing strategy & future.  During his brief update, Anindya spoke about the Digital Only approach for Sale of the relaunched brands.  Anandiya also answered multiple queries asked during the Q&A interaction.

There was a special fashion show with select groups of models walking the ramp. They showcased some of the collections from both the brands Ruf & Tuf and Newport.  We also heard from the designer working for both the brands telling about the fabric, design, color and more.

To spread the words about the brand and its offering, the company has taken up Digital only approach.  They are leverage the followers base of Influencer & Bloggers to spread the word.

We also had a Q&A session that gave us a lot more info about the brand & marketing strategy.

Digital only Approach

The growing population are looking to buy products online instead of visiting the malls or standalone outlets.  People are very much weary about traffic vows, crowded malls and unavailability of choices at outlets.  Ordering online will ensure that all the issues mentioned earlier are address.  When the person buying known about the brand, they can directly buy it online.  This means that there will be no products in any retail store.

Newport Today

Newport in its new avatar is a one stop destination of international fashion for men and women.  The brand offers ensembles that are both classic and trendy.  The trans includes casual shirts, T-Shirts and jeans for men, and tees, jeans and yoga pants for women.

The product line is characterized by attitude that is created with stylist cuts, silhouettes and prints for all segments.

A fast fashion brand that relies heavily on global trends to give clothing that is universally appealing and perfectly balanced to express your individuality.

Designs of Newport

As part of the design collection, they have varieties of Jeans, Round-neck T-Shirts, Yoga pant for men & women.

For men, every round-neck T-shirt had a different story – Beyond the End, Nawabi Mijaaz, Shinkuku.  For jeans, they have the classic five pocket styling mid-rise jeans with trendy rinse wash with contrasting thread detailing.  They have used cotton poly stretch material in some of the jean varieties.

For woman, they have unique stories like Creative Canvas, Pop Shop, Indian Odyssey, City Lover, Life Lessons, Yoga.  The lady’s jeans are made of high-quality fabric that’s mid-rise, stretchable and soft against skin.  They also have Jeggings, Tregging (Athletic), Camoflage Yoga Pant & normal Yoga pants.

Ruf & Tuf

This is a new Bolder and Better avatar.  It is Tough & Rugged as ever and meant for the adventurous souls.  The aim is to offer trendy, youthful and stylish clothing at competitive prices.  The right mix of products to UP one’s fashion quotient.

Designs of Ruf & Tuf

As part of the design collection, they have varieties of Cotton Shirts, Round-neck T-Shirts, Jeans, Khakhis, Jeans & Polo T-Shirts.

The shirts have unique features like Tapping detail at neckline, Piping at placket and double cloth fabric.  Every shirt looks quite cook and perfect for young generation.

Jeans have the stretchy knit with signature embroidery on the back pockets.

The Khaki are the new age trousers with elasticated waist band and elevated stretch fabric for all day comfort.

Ultimate Polo and Perennial Polo designs that come with buttons and zip respectively.  Both the Polo variants comes with Moisture management features and non-curl collars.

Final Thoughts

It was great to see some of the old and popular brands making a come back into the market.  The approach of Digital only by Arvind Mill is very a bold move but I feel that this will pay off.  I loved all the design and fabric of all the outfits worn by the models.  These products will be hit among the youth as they are trendy and come at a reasonable price.  I personally will be buying this brand going forward and recommend the same to everyone.

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