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16-July-2014

LIVA, the new age fabric made with natural fibres from Pulp & Fibre Business of Aditya Birla Group announced its association with AND, Global Desi, Allen Solly and Van Heusen - some of the biggest players in the fashion industry. These brands have created exclusive collection using LIVA in their SS 14 offerings, ranging from Maxis to work-dresses to casual tops.

Using LIVA in any garment or fabric enhances the fluidity quotient of the silhouettes. So fluid that you move it moves. The collections from all four brands ( Van Heusen, Allen Solly , And & Global Desi) offer new cuts & styles interpreted with the fluidity of LIVA for the new age fashion consumer this summer !

With these associations, the company aims to create awareness and preference for LIVA amongst consumers.  LIVA is a fluid fabric made with natural fibres that imparts gentle drape to the garments. This new category creation is a mutually beneficial exercise for LIVA, as well as for the partnering brands. The partner brands get superior quality fabric which can be translated into a better design for the end-consumers, making the partner brands deliver best-in-industry garments. The cellulosic fibres usage is just 3 % in overall fibre basket which the company hopes to increase it to 6% in coming years.

Fibre is the starting point of the textile value chain with the end-customer at the other end. LIVA effectively implementing the ‘pull-strategy’ by hooking the customers with flowy silhouettes and liquid drapes that it imparts to the garments, which by virtue dictate the buying trends for the end-consumer.

Birla Cellulose promotes the concept of green fashion and is entirely focused on creating a sustainable leadership with the help of innovations in processes and product.

Excited about the associations, Mr. Manohar Samuel, President (Marketing & Business Development), Pulp & Fibre Business, Aditya Birla Group says, “We are thrilled with these collaborations. LIVA being a new age fabric with its natural flow and softness will really enhance the offerings in the segment by providing a collection that befits its customers. Our aim is to reach out to new age customers and give them designs and fabrics that they can’t resist. We hope that these associations will help us garner more partners who seek to target the evolved, new-age consumer using LIVA as an anchor.”

With classy and comfortable pieces that can be combined to create a unique look, the soft cascading drapes of LIVA truly stands out this summer!

About LIVA

LIVA is a new age fabric made with natural fibres from Pulp &Fibre Business of Aditya Birla Group. It’s is a fluid fabric that gives a glamorous drape, soft, has shine and is extremely comfortable. LIVA is made from natural fibers/cellulosic that is derived from wood pulp.  Hence, it gives a beautiful flow to the garments and enhances ease of movement.  It takes the shape of the body and hence gives you perfect look. It doesn’t tug out like other stiff fabrics. It is extremely soft and has a great feeling on the skin. It also has a natural shine that makes it look dressy unlike other fabrics. And finally since it is natural, it has great breathability and it is extremely comfortable to wear.

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