SALE - Up to 70% Off - Shop Now
August 14, 2007 @ 02:29 AM
Toolay

Post: 1337

Join Date: Feb 2007

AVISSAWELLA, Sri Lanka (AFP) - The denims look tattered and frayed, but shoppers in Europe and the United States are prepared to pay good money for "distressed" jeans and Sri Lanka is cashing in.
ADVERTISEMENT

In the industrial town of Avissawella east of the capital Colombo, it takes workers around 13 minutes to cut and sew basic five-pocket denims.

They then spend another four days torturing the pants by dying, bleaching, and sandpapering them to get a "distressed" look.

"Each garment is dyed or dipped around 16 and sometimes as many as 30 times to achieve the proper torn, tattered look," explains Indrajith Kumarasiri, chief executive of Sri Lanka's Brandix Denim.

"We earn more money by making denims look dirty and torn, the classic clean look doesn't bring us much," Kumarasiri told AFP during a visit to the 10-million dollar plant, which can make over three million pairs of jeans a year.

Basic denim jeans cost around six dollars to make, but the shabbier "premium" ones cost twice as much.


"In many ways, premium denims are replacing the little black dress as the wear-anywhere fashion staple," he said.

Overseas buyers such as Levis, Gap and Pierre Cardin are now regular buyers of premium jeans from Sri Lanka where they can be made for as little as 12 dollars a pair, and often sell for over 100 dollars.

Buyers have been gradually shifting production out of Europe to low-cost countries such as Sri Lanka, explains Ajith Dias, chairman of the Sri Lanka Joint Apparel Association Forum.

"Retaining the business and growing the order book is tough with India and China competing with us on price and quicker lead times," Dias said.

Sri Lanka's three-billion dollar garment industry accounts for more than half its annual seven billion dollars of export earnings, and it provides jobs for nearly one million people. Nearly all the garments are shipped to the United States and the European Union.

But Dias said casual wear, including jeans, are they key to Sri Lanka's success in the price-sensitive global apparel market, and now account for 16 percent of total garment export earnings.

"We have invested millions to install high-tech plants, develop a sound raw material base and design garments, to ensure we remain competitive, by doing everything from fabric to retail hangers," Dias said.

Brandix, Sri Lanka's biggest exporter with annual sales in excess of 320 million dollars, and MAS Holdings, are also expanding overseas.

In an attempt to get an advantage over the competition, Sri Lanka is trying to position itself as an ethical manufacturer in the hope of getting greater access to the US and European markets at lower duty rates.

"We have high labour standards. We don't employ child labour, we provide rural employment and we empower women. There are no anti-dumping cases against us on trading practices," said Suresh Mirchandani, chief executive of Favourite Garments.

While eco-friendly and ethically-made clothes are becoming increasingly fashionable, their manufacture provides challenges for Sri Lanka.

Big-name brands are now adding organic-cotton clothes to their collection. "The joke is that one day we'll have a shirt we can eat," said Prasanna Hettiarachchi, general manager of MAS Holdings.

He said Levis recently launched eco-jeans using organic cotton, natural dyes, a coconut shell button on the waist band and a price tag made of recycled paper printed with environmentally friendly soy ink. The price tag is a cool 250 dollars.

"We are also working on an eco garment," said Brandix Denim's Kumarasiri.

And when asked what made a perfect pair of jeans, he had a quick answer.

"Same as always. It comes down to how your behind looks when you wear them," grins Kumarasiri.

"No matter how good the wash, the detail or the label, if it doesn't look good on your behind, it won't sell."


news.yahoo.com/s/afp/20070812/wl_sthasia_afp/srilankaeconomygarments_070812080616
August 14, 2007 @ 02:40 AM
Darkadious

Post: 332

Join Date: Apr 2006

okay.
August 14, 2007 @ 03:03 AM
zzar40

Post: 75

Join Date: Apr 2007

but you'll buy a pair of $200 shoes/$50 shirt that cost $20/$5 to make?

we don't get your point.
August 14, 2007 @ 03:17 AM
DonVonQ

Post: 66

Join Date: Aug 2007

but you'll buy a pair of $200 shoes/$50 shirt that cost $20/$5 to make?

we don't get your point.


thats what im sayin'
August 14, 2007 @ 03:25 AM
Tyler Durden

Post: 143

Join Date: Jun 2007

nudies make organic jeans? they are over 30 bucks? u make a horrible point.
August 14, 2007 @ 03:57 AM
Toolay

Post: 1337

Join Date: Feb 2007

but you'll buy a pair of $200 shoes/$50 shirt that cost $20/$5 to make?

we don't get your point.


got me on that one but 50 is pretty steep for a short though
August 14, 2007 @ 07:07 AM
CHEEP

Post: 4164

Join Date: Mar 2007

Location: 904

my jeans are made by master craftsman in japan, and never washed before they get to my hands.... this is irrelevant
August 14, 2007 @ 08:05 AM
twist

Post: 267

Join Date: Feb 2006

Location: ATL

discount store
13$ for last years levi's
which look exactly the same as this year
August 14, 2007 @ 08:26 AM
picn!k

Post: 198

Join Date: Dec 2006

you are an idiot,.


Did you even begin to take into consideration.


Employee wages, plant production costs, marketing costs, shipping costs, materials cost, designer fees,


Of course once you invest millions and millions of dollars into a production company you can produce jeans for a very little amount of money,. but do you have 10 million to invest in your jean factory?


..

idiot.

..

How much do you think computer chips cost to make in bulk? pennies!,.

But research, marketing, testing, shipping, etc cost money.

damn you shoudl take an intro to business course.
August 14, 2007 @ 09:27 AM
Theseventhletter

Post: 9148

Join Date: Apr 2006

Location: Brooklyn New York Ci...

...in short this post was irrelevant because A) this is aimed at main consumer niche jeans usually shit we DONT wear B) you should have done the math if this was the case i wouldnt pay more that 2 dollars for food i wouldnt own a cellphone because they sell "minutes" which are intangible
August 14, 2007 @ 09:37 AM
$tevOtheBEAST!

Post: 13

Join Date: Aug 2007

sucks to be wrong on hypebeast.
August 14, 2007 @ 10:44 AM
Toolay

Post: 1337

Join Date: Feb 2007

you are an idiot,.


Did you even begin to take into consideration.


Employee wages, plant production costs, marketing costs, shipping costs, materials cost, designer fees,


Of course once you invest millions and millions of dollars into a production company you can produce jeans for a very little amount of money,. but do you have 10 million to invest in your jean factory?


..

idiot.

..

How much do you think computer chips cost to make in bulk? pennies!,.

But research, marketing, testing, shipping, etc cost money.

damn you shoudl take an intro to business course.


*dead*
August 14, 2007 @ 12:27 PM
culture

Post: 49

Join Date: Nov 2006

Location: Toronto

picnic: cant you argue/debate with a bit of class or tact?


anyways, as said, i dont know of any 'premium' brands that are using sri lanka to manufacture their jeans. I would bet that any brand that tried to come out with a premium jean and hefty price tag with a made in sri lanka tag on it would fail rather quickly.

Most premium denim manufacturers are made in countries where labour is expensive.

Earnest Sewn: US
PRPS: Japan
Dior: Italy/Japan
Atelier la Durance: France
August 14, 2007 @ 12:47 PM
camthraxFHK

Post: 2491

Join Date: Apr 2006

Location: Brooklyn

You could use a lesson in microeconomics.
August 18, 2007 @ 07:06 PM
betheone2

Post: 161

Join Date: Mar 2007

So thats why my Levis smell like curry...



bahahhahh

srry
August 18, 2007 @ 07:12 PM

Inactive

i think ill continue spendidng hundreds on my jeans, thank you

Please login first to reply.
Back To Top