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Raymond introduces finest Linen fabric in India




Raymond – the leading manufacturer, marketer and retailer of worsted suiting fabrics & finest cotton shirting fabrics today set a new milestone by announcing its foray into the Linen category with the launch of ‘Raymond Linen’.  The launch of ‘Raymond Linen’ was a grand affair organized at Grand Hyatt, Goa in the presence of Sanjay Behl, CEO – Lifestyle Business, Raymond Limited along with the Bollywood actor, Randeep Hooda as the showstopper at a scintillating Fashion show. Distinguished fashion designer Suket Dhir created an exclusive collection for the show using the ‘Raymond Linen’ range. This suave new collection consists of the finest and purest linens that are natural, light-weight and comfortable making it an ideal fabric for a tropical country such as India. The event was attended by famous fashion designer Rajesh Pratap Singh and other eminent personalities from the industry.

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Speaking about this latest offering during the launch, Sanjay Behl, Chief Executive Officer, Raymond Limited said; “Raymond has always offered its consumers the finest quality suiting & shirting fabrics. Linen as a fashion fabric is internationally acclaimed and well suited for India which has tropical climatic conditions, especially in summer season. With our established leadership position in textiles and an increasing consumer preference for natural fabrics such as linen, Raymond is launching the widest range of 100% pure linen products across suiting, shirting and trouser segments. Raymond linen will be amongst the best a consumer can get anywhere in the world.”

‘Raymond Linen’ is an opulent range of ultra-luxurious natural fabrics crafted to stand the test time.  This 100% pure linen is produced from long staple fibers and offers a wide range that is available in counts from 44 Lea to 150 Lea (finest in the world). Also speaking on his association with Raymond renowned designer, Suket Dhir said, “Linen has not extensively enjoyed a status as a mainstream fabric till now. However, we see a shift in mindset where the consumers are now more experimental with fashion.  Linen, we believe is a perfect fit for aesthetically designed formal as well as smart casual outfits. The introduction to the fine range of linen fabrics which boast of supreme purity and a wealth of colours couldn’t have got a better launch than from Raymond, who has pioneered in bringing world’s best fabric for many decades. ”

In order to further promote this latest offering in the country, a TVC shot in Los Angeles emphasizing on the core proposition – ‘What’s Real, Feels Real’ communicating the finesse and purity of Raymond Linen will be aired extensively during the ongoing cricket world cup. A stunning look book shot by ace fashion photographer- Tarun Khiwal further exemplifies the some impeccable designs and latest linen trends that are in store for its consumers. Be it for casual wear or for evening escapades Raymond Linen offers an extensive range of solids, patterns and prints thus providing a one stop solution for a wardrobe overhaul with its wide array of fabrics for Shirting, Suiting & Jacketing.

Raymond Linen would be available across all 700 Raymond Shops & over 1000 MBO’s in the country.