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Archroma hosts denim art exhibition in Pakistan
Mar '16
Archroma organised an exclusive denim art exhibition, in collaboration with the consulate general of Switzerland, at Mohatta Palace in Karachi.

An Archroma press release explained that under the theme 'Jewels of the Sea', the exhibition highlighted how denim and indigo together inspire designers and artists.

The exhibits comprised of original paintings, artifacts, and antique objects exploring the interrelation between indigo and denim.

The exhibition was visited by a number of dignitaries, brand owners and retailers, as well as denim manufacturers, from Pakistan and abroad.

According to Archroma, interestingly, indigo was first discovered centuries ago in the vicinity of Jamshoro, Pakistan, from where its trade was initiated to other parts of the world.

Archroma addes that it has the distinction of bringing indigo back to its roots by starting production of liquid indigo at its plant at Jamshoro.

Speaking on the occasion, Emil Wyss, consul general of Switzerland, said, “Pakistan has a rich cultural heritage and its connectivity with its main crop, cotton; is fascinating.”

“The local textile industry has grown manifolds due to ample availability of cotton and the exhibition gave a deep insight of the past and present and is an excellent chronicle,” Wyss too added.

“This exhibition, showcased pieces of art produced by the team of Archroma to pay tribute to the Pakistan denim industry for their extraordinary efforts,” said Mujtaba Rahim, CEO of Archroma Pakistan.

“Today a denim apparel from Pakistan carries strong brand image of being of high quality, durability and style,” he stated.

“We are inspired to see the rousing response of our patrons and hopefully our efforts will facilitate to make our denim industry sustainable,” Rahim informed. (AR)

Fibre2fashion News Desk - India

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