Apparel July 2019 Apparel July 2019 issue | Page 106

FEATURE
Linen Reality
Today, both the makers and consumers are increasingly preferring linen-based
garments. Anurima Das writes why.
The highly absorbent and breathable nature of
linen makes it a must-have for Indian wardrobes.
Earlier considered a summer staple, linen
has evolved over the years to befriend every
seasonal trend. Today, designers and brands
alike are vouching for linen and want to feature
an exclusive linen collection in their garment rack.
Linen is now an all-occasion wear and rightfully
adds charm to your fashion essentials. Linen
may have become more accessible and easily
available but its premium nature has not lost an
ounce of radiance.
Experts believe that linen has been gaining swift
popularity in India owing to the marketing push
by brands such as Aditya Birla. Studies have
shown that until the last 10–15 years, linen in
apparel was never a reality. Jaya Shree Textiles of
the Aditya Birla Nuvo group is one of the largest
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manufacturers of linen yarn in India, and they
import 100 per cent of their raw materials too.
Then comes the price of linen garments. A good
piece of linen garment is likely to cost R3,000 or
more. All these factors had kept linen only as a
far-fetched dream until a few years back.
LINEN AS A MAINSTREAM
PHENOMENON
Europe is one of the largest producers and
consumers of linen in the world, followed by Asia
Pacific and North America. China and Australia,
on the other hand, have the biggest markets
for linen fabrics in Asia Pacific. A notable fact
here is that the Asia Pacific market for linen is
growing at a double-digit pace, and is expected
to grow even higher over time because the
purchasing power of consumers in developing