Home / Knowledge / News / Fashion / LIVA to partner with top fashion brands to expand reach
LIVA to partner with top fashion brands to expand reach
Jul '14
LIVA, the new age fabric made with natural fibres from Pulp & Fibre Business of Aditya Birla Group announced its association with AND, Global Desi, Allen Solly and Van Heusen - some of the biggest players in the fashion industry. These brands have created exclusive collection using LIVA in their SS 14 offerings, ranging from Maxis to work-dresses to casual tops. 
Using LIVA in any garment or fabric enhances the fluidity quotient of the silhouettes. So fluid that you move it moves. The collections from all four brands ( Van Heusen, Allen Solly , And & Global Desi) offer new cuts & styles interpreted with the fluidity of LIVA for the new age fashion consumer this summer !
With these associations, the company aims to create awareness and preference for LIVA amongst consumers.  LIVA is a fluid fabric made with natural fibres that imparts gentle drape to the garments. This new category creation is a mutually beneficial exercise for LIVA, as well as for the partnering brands. The partner brands get superior quality fabric which can be translated into a better design for the end-consumers, making the partner brands deliver best-in-industry garments. The cellulosic fibres usage is just 3 % in overall fibre basket which the company hopes to increase it to 6% in coming years.
Fibre is the starting point of the textile value chain with the end-customer at the other end. LIVA effectively implementing the ‘pull-strategy’ by hooking the customers with flowy silhouettes and liquid drapes that it imparts to the garments, which by virtue dictate the buying trends for the end-consumer.
Birla Cellulose promotes the concept of green fashion and is entirely focused on creating a sustainable leadership with the help of innovations in processes and product.
Excited about the associations, Mr. Manohar Samuel, President (Marketing & Business Development), Pulp & Fibre Business, Aditya Birla Group says, “We are thrilled with these collaborations. LIVA being a new age fabric with its natural flow and softness will really enhance the offerings in the segment by providing a collection that befits its customers. Our aim is to reach out to new age customers and give them designs and fabrics that they can’t resist. We hope that these associations will help us garner more partners who seek to target the evolved, new-age consumer using LIVA as an anchor.”
About LIVA
LIVA is a new age fabric made with natural fibres from Pulp &Fibre Business of Aditya Birla Group. It’s is a fluid fabric that gives a glamorous drape, soft, has shine and is extremely comfortable. LIVA is made from natural fibers/cellulosic that is derived from wood pulp.  Hence, it gives a beautiful flow to the garments and enhances ease of movement.  It takes the shape of the body and hence gives you perfect look. It doesn’t tug out like other stiff fabrics. It is extremely soft and has a great feeling on the skin. It also has a natural shine that makes it look dressy unlike other fabrics. And finally since it is natural, it has great breathability.


Must ReadView All

Courtesy: Pexels

Textiles | On 19th Sep 2018

Punitive PRC tariffs on US goods has extra 5% on textiles

Responding to Washington’s latest duty increase in a dispute with...

Courtesy: Tecnorama

Textiles | On 19th Sep 2018

'Reliability & excellent quality are Tecnorama’s USP'

The complete reliability and excellent quality of Tecnorama systems...

Courtesy:  Stanislav Kondratiev on Unsplash

Apparel/Garments | On 19th Sep 2018

AAFA questions US tariffs on $200 bn Chinese goods

The American Apparel & Footwear Association (AAFA) has questioned...

Interviews View All

Sanjay Yagnik, Maa Tex Speciality

Sanjay Yagnik
Maa Tex Speciality

‘We suggest reducing dosage of sizing chemicals to reduce sludge...

Sunil Rathore, Lacoste India

Sunil Rathore
Lacoste India

‘New vendor is welcome if he offers cost, quality and timely delivery’

Amrit Sethia, SOIE

Amrit Sethia

‘The intimatewear category in India is slowly becoming trend-sensitive.’

Gagan Gulati,

Gagan Gulati

PG Silk Mills Private Limited had a humble start with a hand-dyeing unit....

Erik Sy,

Erik Sy

Manila-based CustomThread is a start-up offering premium custom apparel...

Liz Manning,

Liz Manning

<div><b>Liz Manning</b>, Business Development Manager at Catexel, has...

Eamonn Tighe, Nature Works LLC

Eamonn Tighe
Nature Works LLC

Eamonn Tighe, Fibres and Nonwovens - Business Development Manager of...

Ashok Desai, Bombay Textile Research Association

Ashok Desai
Bombay Textile Research Association

Bombay Textile Research Association (BTRA) is a leading name in textile...

Kai Poehler, Voith Paper GmbH & Co. KG

Kai Poehler
Voith Paper GmbH & Co. KG

The glass mat industry is growing by five to eight per cent annually. Kai...

Rupa Sood and Sharan Apparao, Nayaab

Rupa Sood and Sharan Apparao

Nayaab, an exhibition meant to celebrate Indian weaves, is in its second...

Karan Arora, Karan Arora

Karan Arora
Karan Arora

Bridal couture created with rich Indian heritage, exquisite craftsmanship...

Vaanee Bhatia, Gritstones Clothing

Vaanee Bhatia
Gritstones Clothing

<div>Delhi-based Gritstones Clothing offers quality and exemplary style...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


Letter To Editor

(Max. 8000 char.)

Search Companies


Leave your Comments

September 2018

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category

Related Categories:

Advanced Search