Arrow - The premium apparel 'ready-to-wear' brand, which has held its own for over 150 years, is almost synonymous with elegance and class. It's no surprise then, in India this year, it was awarded the prestigious Images 'Most Admired Menswear Shirt Brand'.

The Arrow Company, a division of Cluett Peabody & Co Inc, USA, began its operations in the US in 1851 and soon established itself as a leader in men's fashion. It was, however, launched in India only in 1993. Targeted at discerning men between 25 and 44 years, Arrow is the voice of authority and the benchmark in formal dressing, one that understands the complete wardrobe requirements of its customers. Arrow is known for its master shirt craftsmanship that comes with heritage exclusive to Arrow.

Arvind Brand, the Indian licensee for Arrow, believes in innovation as their greatest asset. Last year, Arrow introduced nanotechnology-based non-stainable apparel. It has also given a formal look to the cotton chinos and introduced a variety of collar types (going much beyond the usual pointed or buttoned-down collar). Arrow introduced the wrinkle-free offering, launched in 1996. It's the apparel brand, which emphasized on the "correctness of dressing". E.g., the ads looked into detail on how the cuff of a shirt had to be a couple of centimeters outside the suit sleeve. Arrow is America's one of the best-loved apparels and in India it became a major attraction because of the international appeal it carried. It's pricing, 10-12% higher than Louis Philippe (the most expensive shirt available at that time) also helped create that more premium-than-thou-image.

Talk about wearing a success fit!