SLABA, Royal Turf Club and EDB power Sri Lanka’s apparel

Tuesday, 27 September 2016 00:03 - - {{hitsCtrl.values.hits}}

The committees of the Royala Turf Club, EDB and Sri Lanka Apparel Brands Association on stage at the end of the Royal Turf Club SLABA Runway 2016 which featured 192 outfits on the ramp

The Sri Lanka Apparel Brands Association (SLABA) together with The Royal Turf Club and the Export Development Board staged the Royal Turf Club SLABA Runway 2016, on 21 September at a glittering event, featuring the cream of Sri Lanka’s apparel brands who showcased their products at what was the first of an Annual Ramp Extravaganza!

Over 180 outfits, showcasing 20 brands, shown to advantage by 24 of Sri Lanka’s leading models, choreographed by Brian Kerkoven, made the inaugural Royal Turf Club SLABA Runway 2016 an unforgettable event, flying high the Sri Lankan flag of fashion.

The SLABA membership which has over 60 members including Reborn, EKKO, Emerald, Signature, Manzari, Trendy, Rough, Arista, LiCC Jeans, Rainco, JEZZA, Avirate, GFlock, Dmaxx, Aurora, Anationz, Perri Allen, Vantage, Uptown Kandy, Andre, and many others, showcased their brands, with title sponsor, the Royal Turf Club partnering with them in what was acknowledged as ‘a perfect fit’, seeing that horse racing and fashion are synonymous worldwide, while the EDB perceived to the engine of growth, have done more than their fair share to promote Sri Lanka’s apparel brands.

The apparel industry, JAAF, government and private sector heads, as well as Sri Lanka’s leading fashion and beauty icons, were all present to witness our very own home grown brands take to the ramp and wow the audience.

Rienzie Edwards of the Royal Turf Club, SLABA President Indradatta Dharmawardene, SLABA Secretary Shakir Hafeez, Ministers Sujeewa Senasinghe, Daya Gamage, Anoma Gamage and other members of SLABA

SLABA which represents a multitude of Sri Lankan apparel brands that contribute to the country and economy as a whole was initially the brainchild of Deshamanya A.Y.S. Today the retail clothing industry in Sri Lanka is estimated at $ 2 billion and above, with 50% of the market share being contributed by apparels made in Sri Lanka. It is SLABA’s aim to establish an annual event where both industry and non industry high net worth individuals could interact, exchange ideas and forge links for the overall betterment of not just the apparel industry but the economy of the country.

In his message, SLABA President Indradatta Dharmawardene said, “Today’s show is the first of an annual ramp extravaganza and we are thankful for the Royal Turf Club for joining us as the title sponsor. We are also grateful to the EDB our strategic partner and the JAAF for backing us up on this journey. As a world class apparel manufacturing hub, the growth of the local apparel export industry has reaped dividends for the Sri Lankan economy. Some of our members have made strides in international markets bringing in valuable foreign exchange and recognition for local apparel brands, setting standards and establishing manufacturing skills that have undoubtedly benefitted the economy.” Dharmawardene also thanked Ramani Fernando Salons and the Hilton Colombo for coming on board with SLABA as their Hair and Make Up partner and Partner Hotel.

Rienzie Edwards of the Royal Turf Club, being garlanded on stage for his contribution to SLABA by SLABA President Indradatta Dharmawardene

The Royal Turf Club, represented by President Suranjith Premadasa, CEO Wayne Wood, Consultant Cyrus Madan as well as the RTC Committee, affirmed that fashion and horse racing go hand in hand, by coming on board to support Sri Lanka’s apparel brands. Whether it be Royal Ascot, the Melbourne Cup, the Dubai Cup, or up in Nuwara Eliya, fashion is an integral part of horse racing, while it is also a key driver of the Sri Lankan economy.

RTC President Suranjith Premadasa said, “The Royal Turf Club (RTC) which has embarked on the Herculean task of charting the what promises to be an epic revival of the Turf, is pleased to partner with the Sri Lanka Apparel Brands Association (SLABA) in what promises to be the first of many glittering events which will showcase the cream of Sri Lanka’s apparel brands. SLABA has the fashion and RTC has the passion.” It’s an alliance that is virtually made for each other and together we look forward to taking both Fashion and Horse Racing in Sri Lanka to their very zenith.

The committees of SLABA and RTC and representatives of the EDB on stage

“The Nuwara Eliya Race Course has been restored to its former glory due to the untiring efforts of the Royal Turf Club and being situated at over 6,000 feet above sea level, makes it one of the highest race courses in the world. Yes the sky’s the limit for Fashion and the RTC is proud to be a part of it. It’s going to be Fashion driven by horse power.”

EDB Chairman Indira Malwatte who has set in place several initiatives to drive the growth of Sri Lankan apparel brands said, “Given the importance of creating opportunities for the Sri Lanka Apparel Brands to elevate themselves in order to cater to the high end international brand market, the EDB joined hands with the Sri Lanka Apparel Brands Association in organising SLABA Runway 2016 as a Strategic Partner. The EDB has been working closely with the apparel industry to promote Sri Lankan brands in international markets and this event is organised with the objective of developing and supporting local brands through innovation, design and branding direction with the focus of making them global brands.”

As a forum, SLABA brings together different product portfolios of branded Sri Lankan apparel. “SLABA operates as a facilitator in developing the apparel brands segment in Sri Lanka and the membership body. SLABA has a 60 plus active member representation and there are hundreds of other companies in the island producing for the domestic market.”

SLABA works together closely with the Government of Sri Lanka and non-government organisations such as Finance Ministry, Ministry of Industry and Commerce, EDB, Chamber of Commerce, and JAFF to develop the industry and possibly explore other market access through their support and efforts.

“Sri Lankan brands are doing a phenomenal job and the quality of goods produced here are of excellent design and quality. It is deemed that Sri Lankan brands given the right support and platform to perform locally can also become global brands,” said Dharmawardene.

SLABA Committee, together with Rienzie Edwards and Wayne Wood of the Royal Turf Club, with Minister Lakshman Yapa Abeywardene

It is also SLABA’s intention to stage an annual trade show targeting overseas markets in the near future.

As a world class apparel manufacturing hub, the growth of the local apparel export industry has reaped dividends for the Sri Lankan economy. Some of SLABA’s members such as amante, Avirate, Emerald, Hameedia and Reborn have made strides in international markets bringing in valuable foreign exchange and recognition for local apparel brands, setting standards and establishing manufacturing skills that have undoubtedly benefitted the economy.

SLABA is poised to take the local industry to another level, taking local brands to global markets, aided and abetted no doubt by their Title Partner the Royal Turf Club and the Export Development Board.