Mumbai, India - May 27, 2009
Allen Solly has introduced a new revolutionary collection of trousers named - GO. The collection was made possible by the use of XLA™ fiber from Dow for comfort stretch, natural feel and wrinkle free performance. The collection has been launched keeping in mind the discerning executive, who demands comfort, performance and style. Redefining comfort that withstands the rigors of everyday life, the enriched clothes enhanced by XLA™ fiber truly represent the coming of age of the Indian apparel market amidst changing consumer needs.
Dow XLA™ is a revolutionary, olefin-based stretch fiber that, when blended with base fibers like cotton or wool, dramatically enhances the way clothes look, last and feel. The name GO blends with the collection perfectly, as it allows you to keep up with the twists and turns of the day and helps you sail through your busy lifestyle effortlessly.
Elaborating further on this novel product, R Satyajit, Brand COO of Allen Solly, said, “We are proud to launch GO, the new performance collection in the apparel market partnering with Dow Fiber Solutions. This innovative collection, with its comfort stretch and wrinkle free properties, will prove to be the perfect boon to people in today’s hectic lifestyle. It took the groundbreaking technology of DOW XLA™ fiber and product innovation, for us at Allen Solly to be able to create this truly unique line. There is a growing demand for well fitted garments that adapt to body shapes and wrinkle resistant for wearing comfort, and we feel GO is the desired answer to this consumer need.”
Talking about Dow XLA™, Justin Chen, General Manager Asia, Dow Fiber Solutions, said “XLA™ is distinctive and exclusive in its resistance to high heat and harsh chemical treatment. It redesigns the rules for a variety of never before seen effects. And we are glad to associate with Allen Solly, a pioneer in apparel innovation and a brand with very powerful equity.”
GO trousers are made from two ply cotton/XLA™ and is composition of 97% cotton and 3% Dow XLA™ fiber. It is a collection of clean and contemporary trouser designs and is available in six colors - Grey, Black, Beige, Camel, Chocolate and Navy. The GO collection is priced at Rs. 1,799 and is available in Allen Solly stores across India.
About Allen Solly
Launched in 1993, Allen Solly created ripples in the Indian market by releasing the rules in corporate dress code. Allen Solly truly has been a brand that redefined a modern Indian’s wardrobe. Friday Dressing as it was called, Allen Solly’s line was targeted at young, contemporary corporate who was ready to challenge conventions and create his own identity. It encouraged young office goers to become slightly more relaxed and cheerful. Encouraged by its progress, Allen Solly took its first step towards becoming a true lifestyle brand when it launched Allen Solly Women’s Wear in 2002.
Over the years the brand has evolved to achieve a high fashion quotient and appeal through its excitement and innovation in product and marketing.
About Dow Fiber Solutions
Dow Fiber Solutions, a business unit of The Dow Chemical Company, is dedicated to pioneering innovations for the global textile industry by matching proactive research and development expertise with the creative vision of retailers, designers, and manufacturers – to meet consumer needs. The business has established a customer base in Europe, Asia/Pacific, the United States and South America to produce fabrics made with XLA™ fiber. XLA™ is one of many innovative products that underscore Dow’s strategy to strengthen its performance business portfolio by prioritizing marketing and application development activities that support high-value, end-use applications. For more information, visit www.dowxla.com.
About Dow
For Editorial Information:
Roysten D’mello
Dow India
+91 9833859074
Ada Gao
Dow Fiber Solution Asia
ahgao@dow.com
