Reliance Industries Limited (RIL) has partnered with e-commerce giant Myntra to co-brand the exclusive denim range of Mast & Harbour manufactured with R|Elan FeelFresh technology. R|Elan is an umbrella brand from the house of RIL, encompassing a range of new-age fabrics. RIL is in discussion with 10 leading apparel brands for the co-branding of R|Elan.

"R|Elan FeelFresh is one of our flagship products and we are seeing a lot of acceptance for this technology among the leading apparel manufacturers and brands. Myntra being one of the fastest growing fashion brands in the country, provides us a great platform to launch apparels made out of our innovative technologies. We hope to partner with them on our other performance products as well," said Gunjan Sharma, CMO - polyester business, RIL.

RIL has identified Western India as one of the key focus area for R|Elan - Bhiwandi, Tarapur, Ichalkaranj, Malegaon, Navapur in Maharashtra and Surat, Ahmedabad, Vapi and Umbergaon in Gujarat are important centres.

RIL will target 50-60 mills having the innovation inclination and manufacturing excellence to be the Hub Excellence partners. These mills will form the robust supply chain to feed brand/retail’s fabrics demand. Currently, RIL is in the process of meeting 180-200 top brands/garmenters/exporters to showcase R|Elan product range.

Following extensive research and development, and using its expertise in fibre re-engineering, RIL has created R|Elan – a portfolio of speciality fabrics. R|Elan enhances performance attributes in all apparel segments, such as active wear, denim, formal wear, casual, and ethnic wear. These fabrics have been created with active participation of Hub Excellence Program (HEP) partners, spread across various textile centres of India.

R|Elan products will provide consumers next generation fabrics which are in line with the latest fashion trends and fulfil lifestyle needs as well. "Along with the recent launch of the R|Elan brand, RIL is also creating robust fibre-to-fabric value chain to ensure that these innovations match the commercial expectations of fashion brands," RIL said in a press release.

"Recently, RIL entered a partnership with VF Corporation, US, owner of the Wrangler brand and the largest denim player globally to co-brand the Inficool denim range, made from Kooltex fabric, for Spring Summer 2018 in its Asian markets, namely China, India, Japan and Thailand. This range aims to encourage young men and women to wear 'cool and dry' performance denim during sultry summer months. R|Elan Kooltex is a performance fibre, capable of moisture management in apparel. It has found acceptance with the makers of Wrangler," the press release said.

As per the partnership deal, R|Elan will get visibility in the form of hangtags on garments, as well as in AV being played at points of sale. On its part, RIL will ensure that superior-quality, high-performance R|Elan fabrics are supplied exclusively to VF Corporation for denim applications. The R|Elan co-branding will give RIL a foothold in the Rs 2,50,000 crore Indian apparel industry comprising almost a 50-50 share of menswear and womenswear. (RR)

Fibre2Fashion News Desk – India

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