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For a cool formal look
The latest summer collection of Raymond, called ‘Cotton Lustre & Cool Edge’, targets the young adult customers, who may require to wear suits regularly and for long periods of time. The collection consists of pure cotton fabrics, with a special finish. Done in collaboration with Raymond Zambaiti, a shirting company under the umbrella of Raymond which provides shirting fabric to a number of renowned brands, this range promises a new look and shine to its customers.
“Our company Raymond started off with wool and wool-blended fabrics. Often, wool would be blended with polyester or viscose or polyester and viscose would be blended together for the garments,” says Aniruddha Deshmukh, president – textiles, Raymond Limited. But with this collection, the brand aims to extend its range. “Cotton is a natural fibre. It is an ideal fabric for a country like ours, where it is relatively warm throughout the year,” he informs. “Recently, there have been a number of advancements in cotton finishes as far as trousering is concerned. Technologically also, there have been many improvements. All these factors inspired us to come out with a cotton collection,” he feels.
With a price range of Rs 615 to Rs 755 per metre, the stitching of a suit in Raymond costs on an average of Rs 4,500 to Rs 6,500. So on the whole, the cost of a suit will come up to Rs 8,000 approximately. While the collection comprises yarn dyed fabrics, it comes with a gentle sheen at the same time. And comfort is a strong differentiator for this range. “We have always wanted to extend our brand portfolio and wanted to reach out to our customers in a number of ways. That’s how we came up with the theme of summer magic and cotton fabric,” explains Aniruddha.
Ask him about how the collection stands out from those offered by other brands, and he says, “Firstly, I haven’t seen any cotton collection in the trouser category, though I have seen a few linen collections.”
He adds, “Secondly, we have a wide distribution network due to which we can reach our customers easily. Our distributions are immediately brought to the table. So it’s all about the brand proposition that we offer.”
Another highlight of ‘Cotton Lustre & Cool Edge’, according to Aniruddha, is the versatility of fabric.
“Most people keep talking about readymade garments. But the range of options offering by a fabric, both in terms of the fibre and the colour, are many.” So the collection, like many other fabric collections of Raymond, offers a variety of choice to the customers.
As the name suggests, ‘Cotton Lustre’ suggests the polishing finish given to the fabric. Unlike other cotton materials with a matte finish, in this case, the cotton has a fine finish like that of a worsted wool fabric. This fabric range is suitable for making suits and trousers.
The collection offers a complete palette in plains and is yarn dyed to meet the demand of discerning customers. Hence, it’s ideal not just for summers, but for all seasons.
Price
* Cloth per metre — Rs 615 to Rs 755
* Suit (approximate cost including stitching charges) — Rs 8,000