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Raymond launches linen fabric
Jun '15
One of India’s leading manufacturer, marketer and retailer of suiting fabrics, Raymond has announced a new category initiative with the launch of 'Raymond Linen' recently.

The company claims that the new suave collection consists of the finest and purest linen fabrics that are natural, light-weight and comfortable making it an ideal fabric for a tropical country like India.

It said the new linen is present in wide range of colours and designs with a well complemented range for suiting and shirting at popular price points across country. "This 100 per cent pure linen is produced from long staple fibers and offers a wide range that is available in counts up to 150 Lea (finest in the world)," it said.

The launch of 'Raymond Linen' was a grand affair organized at Grand Hyatt, Goa in the presence of Sanjay Behl, CEO – lifestyle business, Raymond Limited along with the Bollywood actor, Randeep Hooda as the showstopper at a scintillating fashion show. Designer Suket Dhir created an exclusive collection for the show using the 'Raymond Linen' range.

"Linen as a fashion fabric is internationally acclaimed and well suited for India which has tropical climatic conditions. With our established leadership position in textiles and an increasing consumer preference for natural fabrics such as linen, Raymond is launching the widest range of 100 per cent pure linen products across suiting, shirting and trouser segments. Raymond linen will be amongst the best a consumer can get anywhere in the world," said Behl.

'Raymond Linen' is produced from long staple fibers and offers a wide range that is available in counts from 44 Lea to 150 Lea (finest in the world).

To promote this latest offering in the country, the company commissioned a TVC shot in Los Angeles emphasizing on the core proposition — 'What's Real, Feels Real' to communicate the finesse and purity of Raymond Linen.

Raymond Linen will be available across all 700 Raymond Shops and over 1000 MBOs in the country. (SH)

Fibre2fashion News Desk – India

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