Asian Tribune - 01/07/2014
Just as the US demand for Lankan handlooms surged, an international design expert called on 30 June the country to further strengthen its design and promotion capacities-and Sri Lanka’s handloom designs continue to have a special identity.
“Sri Lanka has been known for its handloom textiles. Sri Lanka, rather than moving into fast fashion handloom cycles, can elevate its special handlooms brand by building competence and international promotion efforts” said Jennifer Shellard (Visiting Lecturer, Woven Textile Department of London’s University of Creative Arts) on 30 June in Colombo.
Jennifer Shellard (Visiting British design expert)addresses the “Design Development for Sri Lanka’s Handlooms” session by EDB on 30 June in Colombo. |
“Sri Lanka has been known for its handloom textiles. It is a high precision sector and its precious in Sri Lanka branding. In fact, it is a jewel for Sri Lanka” said Design Expert Shellard and added: “Apparel sector is generally responsive to fast fashion cycles. But handlooms are not the same. Sri Lanka, rather than moving into fast fashion handloom cycles, can elevate its special handlooms brand by building weaver competence and international promotion efforts. I am not making a recommendation here but being already hands on involved in Sri Lankan weaving and gaining an understanding of Lankan designs, I identified these factors. Unlike powerlooms, handlooms help in maintaining the country’s identity and helps tourism. My personal view is that if Sri Lanka becomes a mass producer of handlooms then it may not retain the same premium cache it now has. This is true even internationally. The reputed international handloom designers such as Junichi Arai and Reiko Sudo (Nuno Fabrics, Japan), Ann Richards (UK), European designers such as Laura Thomas, Drahomira Hampl, Margo Selby, Makeba Lewis, Katrin Hielle, Ptolemy Mann and Wallace Sewell & Emma Wallace used modern methods but preserved hand-woven quality. Research is important and do your research to make your products relevant, and differentiate locally and internationally-otherwise you will end up with unsold stocks. Also, if you are interested, I have news-that is 2014-15 autumn winter cycle color trend in international fashion for Lankan exporters-the two important colors are rust and dust.”
Bandula Egodage (Chairman/CEO, EDB), addressing the event, said: “43% of Lanka’s total exports are apparel. I believe that the secret of our apparel success could be that we don’t sell apparel but sell designs. That’s the value we deliver. Sri Lanka is a skilful place. We maintain our traditions and resources. Value addition is an essential factor and repeating of the same designs will not help us in the long run. Today’s EDB initiative session titled “Design Development for Sri Lanka’s Handlooms” is in line with this.”
Anuradha Yahampath (Design Director of Kandygs Pvt Ltd), a participant of the EDB session, said: “Input and training of Jeniifer Shellard is important to our industry as she is a highly experienced global designer with an understanding of Lankan design. For me, Shellard’s information on research, design, and color themes are the most important lessons.” Director Yahampath’s Kandygs has a large factory with 200 handlooms, 30 power looms, 50 sewing machines and a fully equipped dye house. Kandygs exports to such destinations as Japan, Germany, Greece, United Kingdom, Netherlands, Norway, Sweden, Mexico and Maldives. Kandygs has been representing in many international trade fairs including Heimtextil Frankfurt, Ambiante Frankfurt, and fairs in Sweden, Switzerland and Tokyo.