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.