After experimenting with organic shirts, the Tamil Nadu Handloom Weavers’ Cooperative Society has now come out with linen shirts for men.
The yarn for the shirts is being procured from marketing agencies in the domestic linen yarn segment, according to T.N. Venkatesh, Managing Director. The shirts will be marketed under the brand name ‘LICO’ – standing for Linens by Co-optex.
Readymade shirts
“Usually linen yarn is used for towels, table and bed covers. Now that fine quality yarn is available from reputed manufacturing companies, we have started making readymade shirts,” he said. The shirts were available in two ranges – linen by linen and linen by cotton.
The full linen variety with a range of six colours, was priced between Rs. 1,200 and Rs. 1,400 and the cotton mix variety in 10 colours, between Rs. 800 and Rs. 1,000. The shirts were available in all Co-optex showrooms across the country, he said.
Last year, the Co-optex introduced silk shirts for the festival season.
“The male customers who frequent our showrooms have been inquiring about linen shirts. So we decided to bring out the variety. All big brands have introduced linen shirts and we do not want to lose our market,” Mr. Venkatesh said.
The recent revival of interest in handloom saris augured well for Co-optex. The organisation had been promoting some rare varieties, including the Koorainadu, Chungudi and Chettinadu. The penchant for handlooms saris had risen after the 100-sari pact, he said.
Sreemathy Mohan, who coordinates the 100-sari pact in Chennai said, “Co-optex is sitting on a treasure that has to be capitalised on. My choice is Arupukottai cottons but Koorainadu, Payadi silk and organic cotton saris are excellent wear and have become trendy. People look forward to wearing different saris. I wouldn’t mind paying more to the weaver if quality is assured.”
Shirts will be marketed under the brand name ‘LICO’
