Photo by Jenny Abrahamsson for World of Showjumping.
See The top 12 outfits of the Olympic trot-up | World of Showjumping for full article.
]]>Inspired by the notion of Olympic harmony, LOVI designed the Team Sri Lanka outfits based on its Unity collection for the global affair. Asanka added: “The Olympics represents the best of the human spirit in action. Our athletes are inspiring future athletes to be the best they can be.”
“Because we can, it’s our mission to support all Sri Lankans striving for that level of excellence.”
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Read the full article here
]]>Check out the Daily News feature on the corporate national here.
]]>Check out The Sunday Morning's feature on LOVI here to read more.
]]>Check out The Sunday Morning's feature on LOVI here to read more
]]>Aptly named ‘Reimagine’ LOVI interprets our history, our warmth and our customs to create a national dress. In fact, the collection showed 16 different national looks for men and women that captures Sri Lanka as one nation and one team.
“LOVI nationals are designed to be elegant uniforms for the forward-thinking Sri Lankan” said LOVI CEYLON Chief Executive Officer (CEO) Asanka de Mel, explaining the concept of ‘Reimagine’. “We need clothes that confidently express our roots, our values and our grand ambitions too,” he added.
The sarong is one of Sri Lanka’s iconic garments and forms an integral part of our national style identity including that of our national dress. Setting up shop in 2016, LOVI has set about reinventing the sarong, bringing innovation and design to create a new style statement for the modern man or woman.
‘Reimagine’ takes this vision forward, repositioning the Sri Lankan national dress for an ambitious new generation coming into their own––a generation free of colonialism and unscathed by war, with the power to redefine Sri Lanka and its identity and take the nation forward into a new era of optimism, prosperity and unity.
The Inherent Diversity Behind Sri Lanka’s National Dress
Owing to Sri Lanka’s strategic position on the world map,we have always exchanged with different cultures, adapting concepts from these cultures and making them our own.
From age-old craft like beeralu lace to rasa kavili like kavum and kokis, many of the things we hold to be unequivocally Sri Lankan, are in fact, results of generations of cultural exchange. The sarong itself, a looped piece of cloth that can be draped and tied easily, despite being embraced by Sri Lankans, takes its roots from Indonesian culture. The word sarong is an evolution of the Indonesian word saraung. Before the sarong’s appearance on the style circuit, the reddha was worn by men and women alike.
Though sometimes seen as a divisive political tool, Sri Lanka’s national dress is, in fact, a testament to Sri Lanka’s history of diversity and inclusion. With the sarong’s Indonesian origins and the kurta’s Indian origins, Sri Lanka’s national dress shows how the influences over the centuries have created our visual identity.
A National Dress for Women
‘Reimagine’ brings the national dress to women. “There is no men’s equal national dress for women. The saree and the reddha-hetta are stand-ins” de Mel said. “We’re giving a contemporary interpretation of the national for women. Even the lama sari is refreshed to create a style statement that any girl can feel powerful and cherished in.”
‘Reimagine’ uses a vibrant palette that moves away from the traditional national dress colour scheme to capture Sri Lanka’s cultural diversity, mixing in elements and motifs that tell the story of Sri Lanka through design and detail development.
The ‘Reimagine’ collection broadens the concept of national dress and features reinterpretations of classic Sri Lankan styles, like the Kandyan nilame, reinterpreted in silk with an elegant velvet mini-jacket with, hand-embroidered motifs from the Kandyan Kingdom. De Mel explained that ‘Reimagine’ draws a picture of what traditional royal and ceremonial clothing would become today, with traditional motifs still being used for symbolism, although in a different form than it was used when the Kandyan kingdom was at the height of its power.
LOVI’s national pride extends to all aspects of the brand. Designed and made locally, LOVI clothing showcases Sri Lankan craftsmanship and resources to create signature pieces that not only nurture the local craft industry, but also maintain international standards.
De Mel commented on LOVI’s tireless commitment to quality explaining that “a similar quality would cost at least three times as much internationally. “
A United National Style Identity
Reimagine’ is an unapologetic celebration of a prosperous, united Sri Lankan future. This clothing is made for the modern royalty of Sri Lanka, those who understand the role they play in building a united and prosperous future.
De Mel explained that the new LOVI national dress “evokes a magical sense of confidence and vitality that is hard to describe. It allows us to embody a unique style that we as Sri Lankans, as a united nation, can fully appreciate. It is a style alternative for all Sri Lankans, from corporate leaders to the proud Sri Lankan out on the town.”
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LOVI Ceylon is one of those unique fashion brands that tell a very important story through their product. Established in 2015, LOVI made a splash with the unveiling of its core (patent-pending) product, luxury activewear sarongs with built-in pockets and belt loops. These unique sarongs launched LOVI firmly into the hearts of its customers, with LOVI now selling through three of its own retail stores in Sri Lanka, located at Lakpahana, One Galle Face, and Kandy City Centre, as well as with a variety of retail partners.
LOVI’s products and stores all reflect the bold, active, and authentic spirit of its clients, while highlighting Sri Lankan heritage and style through the use of craft and handloom.
The Morning Brunch reached out to LOVI Ceylon (https://www.lovisarongs.com/) Chief Executive Officer (CEO) Asanka de Mel to find out more about how LOVI has responded to the pandemic as well as the new campaign “Worth Fighting For”, which LOVI is spearheading.
Like all apparel-related businesses, LOVI found itself hit hard by the pandemic. The lockdown in Sri Lanka resulted in LOVI ceasing operations almost entirely for the duration of the islandwide curfew. Since mid-May, LOVI slowly began starting up again, not simply for the purpose of making sales, but also to provide work and sustain the livelihoods of the craftspeople and manufacturers they work with.
Now that the curfew has been lifted, LOVI has resumed retail operations in its own stores, although some of their other retail partners still remain closed.
The Morning Brunch reached out to LOVI Ceylon (https://www.lovisarongs.com/) Chief Executive Officer (CEO) Asanka de Mel to find out more about how LOVI has responded to the pandemic as well as the new campaign “Worth Fighting For”, which LOVI is spearheading.
Speaking on responding mid-pandemic, de Mel explained that on a personal level, he was not struggling during the pandemic but was very aware that others were, particularly people who work directly or indirectly with LOVI, whose products are almost exclusively Sri Lankan in terms of materials and manufacture. The entire supply chain in the apparel industry has been affected by Covid-19, from the grassroots level up to big manufacturers.
With this in mind, de Mel began reaching out to his network of clients and contacts, not from a point of view of making a sale for LOVI, but from the point of seeing how he could support, whether it was by connecting people within his network for jobs, or simply seeing how to build collaborative partnerships and connect businesses together to make things work better in this troubled time.
De Mel was also keen for LOVI to keep a positive outlook and be a source of positive energy for its clients and network, eventually leading the Worth Fighting For campaign.
Worth Fighting For highlights the fact that hundreds of thousands of people work in the Sri Lankan craft, handloom, and garment manufacturing industries. Many of these are small businesses and individuals. The Worth Fighting For campaign tells the story of these small businesses through personal stories of people LOVI works with directly.
This is not the first time LOVI has sought to inspire its network. In 2019, in the wake of the Easter attacks, LOVI was one of the companies to be part of the Positive Sri Lanka initiative to support the country in its time of need and help jumpstart the economy in the wake of the bombings.
By sharing the true stories of small businesses within the apparel sector, LOVI acknowledges the existence, struggles, and triumphs of Sri Lankan craftspeople with the hope of inspiring Sri Lanka’s small businesses to reopen and the client community at large to come and support their sisters and brothers.
Speaking on the future and what to expect, de Mel explained that while he is a huge advocate for positivity and positive thinking, remaining realistic is also important and the fact is that three of Sri Lanka’s biggest revenue-generating industries have been heavily impacted by Covid-19.
The revenue generated by migrant workers has been decimated with many such migrant workers having been sent back home and in dire straits with no income. The hospitality, tourism, and leisure industries have been crippled with the shutting down of international borders and the restricted movement of local travellers, not to mention the economic impact on disposable income. The apparel industry is also greatly hit across the supply chain and is set to suffer in the long term, especially in terms of overall profitability.
These industries are not going to recover in a matter of months; yes, there will be progress, but recovery will be slow, and these industries being impacted will also in turn impact other things like foreign direct investments and land values.
De Mel feels the next two years will be crucial, and that collaboration will be key to surviving. This will also be a time for businesses with passion, commitment, and dedication to shine. Times will be tough, and for those businesses that are not passionate and committed, the risk will soon outweigh the reward, as businesses without drive and capital will find it very hard to keep going.
In terms of helping the economy and industries bounce back faster, de Mel shared that a very powerful way to help things move faster would be customers making careful choices to shop and invest locally, spending money on local businesses and products, in a similar way that they did following the 2019 Easter attacks. De Mel also stressed that the buying local mentality should in no way extend to becoming protectionist and insular. Sri Lanka is very much a part of the global economy, and focusing on buying locally should not mean that we look to cut ourselves off from international markets.
Recapping on LOVI’s plans for the future, de Mel shared that LOVI is thrilled to be able to connect with its clients and network to build beneficial partnerships and will be looking at investing in their network more in the near future as well as their stores, and is looking forward to using this time to grow and help others grow. They have lots of new ideas for future collections too and are eager to bring more to the marketplace.
]]>Ceylon Today
Sunday May 12, 2019
Copy of the print version
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Copy of the print version
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What is the LOVI Ceylon story?
The sarong, as you knew it, is dead. LOVI Ceylon is on a mission to reimagine traditional Ceylonese clothing. Like Geoffrey Bawa and his colleagues defined the architectural shape of our buildings, we’re creating a silhouette for modern Sri Lankan clothing. Let’s face it, when did you last wear a Kandyan Nilame suit, a National, or even a sarong out to dinner to make a fashion statement? Our traditional clothing is outdated. LOVI Ceylon is transforming traditionalwear into designerwear. We’re so committed to modernizing the sarong we have applied for a U.S. and World Patent to prove it.
After years of travel I know that Ceylonese aesthetics and values have an international appeal, and naturally fit into the global fashion dialogue. I hope to spark excitement about our roots, to foster confidence about our island home, and help usher our traditional clothing into modern times. Ceylon is in our label as a reminder of that mission. What we wear reflects how we see ourselves. The sarong is ours and it’s time to upgrade it, refresh it, and reclaim it with pride.
What does the sarong mean to you?
The sarong is our heritage. We have a natural claim to it, an ease with it. But it’s outdated. Fashion is about creating clothing for the times we live in. If we don’t innovate, this part of our culture will erode away. Teenagers today rarely wear sarongs because they aren’t relevant anymore. It’s time for us to make them cool again. The sarong is an inclusive garment that speaks to my values. No matter your age, gender, or body size, you look good in a sarong. I also have a cherished childhood memory of falling asleep rocking in the folds of my father’s sarong, during the balmy months. I think many in Sri Lanka can relate to that memory. It’s a wonderful emotional connection to this country wherever in the world you may live now.
How did the name LOVI Ceylon come about?
My girl and I were sitting in the garden in front of the fine arts museum in San Francisco. She was studying fruit vocabulary in Sinhala. I was thinking of names for the business, and it just clicked.
Why did you transition from a career in Silicon Valley to a design studio in Sri Lanka?
I’m living out my dream. I am always involved in tech. Fashion isn’t actually much different than tech. Fashion is about innovating what we wear. I see clothing as a tech product with really challenging user (wearer!) experience requirements. It needs to fit our hundreds of moods, our range of human body shapes, feel comfortable on our bodies, be durable, and put a smile on your face every time you wear it. I bet not many tech products would fit that bill.
When did you first launch?
LOVIsarongs.com was launched in January 2016, and we’ve sold sarongs in over a dozen countries online. Recently, we’ve started selling in several boutiques, like Aashkii and Trunk.
How long did you spend developing LOVI Ceylon from an idea into reality?
We want LOVI Ceylon sarongs to be a memorable experience. So we spent months working on the details: the softness and shine of the fabric, the proportions of the pockets, the weight of the gold-tipped belt in your hand, and the sizing to get that perfect fit without the bulge of the sarong knot around your waist. We wanted it gift-ready, the kind of packaging you’d find with a European luxury brand. And we wrapped it all up in great online customer care. It took us many months to get the first collection out, but I have been gathering ideas and inspiration for this venture my whole life.
Where do you seek your inspiration?
I’m inspired by travel, the intersection of cultures, and what the future holds. My collections are meant to fit the explorer, the adventurer in all of us. These are universal desires, and perhaps that’s why our sarongs appeal to a worldwide audience.
What is the name of your latest collection?
The theme ‘Modern Ceylon’ is inspired by our ideas to renew and reclaim the sarong. It’s the push and pull of identity in a globalized world. How can we be both uniquely Sri Lankan and a global citizen? We have several themed collections within the Modern Ceylon umbrella such as Rugby, Checks, Ribbons, Poppies and Tuxedos to fit the occasion and mood you’re in.
How are you modernizing the sarong?
Our current collection is in custom handloom cotton that we developed to give LOVI Ceylon the softness, shine, and durability we wanted. All LOVI Ceylon sarongs are designed for being active and outdoors. They have pockets for your cash and phone, a belt to keep it tied securely, and lining to keep you dry. They can be dressed up with a shirt, jacket, and shoes for going out. One popular example is the Leather Check Sarong which has twenty meters of genuine leather stitched to handloom cotton. It’s a go-to sarong for any occasion. We’re only just getting started, there’s more to come.
How do you intend to make the sarong more popular amongst Colombo’s fashionistas?
It’s already happening organically. Colombo Fashion Week was full of people wearing sarongs. LOVI Ceylon’s Brand Ambassador, Adrian de Silva, is one of the top high fashion models in the country. Our current Facebook campaign features brilliant model (and scientist!) Jay de Silva, who won the Miss Sri Lanka for Miss Universe pageant recently. We’re very engaged with the model community especially on Instagram.
Often it’s how they see sarongs that will drive our campaigns. We also create sarongs that make women feel beautiful. Fit is critical and our sarongs are available from XS to L. Our designs create slimming silhouettes, elegant looks and can be draped in many ways.
But it’s not just in Colombo. In August, I travelled to Trincomalee. As usual, I went out to dinner in a sarong with a dress shirt and shoes. I got so much attention. They were intrigued, proud, and maybe a little envious. Here’s why. People here come home from work, and what’s the first thing they do? They strip off their sweaty pants or jeans, and put on a sarong. With modern, on trend design, LOVI Ceylon is giving men and women the flexibility to wear the sarong they love outdoors, fashionably.
How important a role does social media play in promoting your business?
People from around the world are joining us on social media, sharing their stories. We love being able to talk directly with our customers and fans. We have these photo series called ‘Sarong Stories’ we develop together with the fashion crowd to show how exciting, glamorous, and comfortable sarongs can be. We have a lot of fun with them and the engagement from our online community is so encouraging. It’s a great party @lovisarongs on Facebook and Instagram.
What makes your product different from other sarongs sold in Colombo’s boutiques?
Since we’re focused on one product, we can be constantly innovating the sarong, which means staying on trend with global fashion. This is different from many brands with catalogs of thousands of products. I think the pictures here and online will show how we do things differently. Better yet, try one on at one of our boutiques, and you’ll experience the difference for yourself.
Picture credits: @iamrehanfernando
Don't forget to pick up your copy of Cosmo at your nearest book store.
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