LiCC, Sri Lanka’s revolutionary brand of jeans today launched its ‘Jeaneration 2018’ collection at a gala soiree at the Hilton Colombo Residencies in the presence of Sri Lanka’s business community, celebrities from the world of fashion and beauty, the who’s who of Colombo society, media invitees, its valued dealers and customers.
‘Jeaneration 2018’ by LiCC Jeans, choreographed by the well-known Prasad Bidapa of PBMA, offers a unique collection which caters to the fashionably conscious Sri Lankans.
LiCC also introduced its new Brand Ambassador, Amritaa de Silva, Miss. Sri Lanka for Miss World 2016. The LiCC brand replicates a youthful exuberance and energetic feel unlike any other brand and this is personified by the stunning beauty queen Amritaa de Silva. Her flair for comfort and style, in addition to her zest for life, make her the ideal brand ambassador.
CEO of LiCC, Yasotharan Paramanantham said that since its launch ten years ago LiCC has done wonders to jeans, which have been in use for over a century through contemporary styles, associated with high fashion. “This compulsory fashion item which is owned by all has been given a modern outlook through our numerous collections launched over the past years”.
“Designed and crafted to meet international standards, LiCC has identified itself with the trendy lifestyle of its customers. With LiCC’s popularity rapidly spreading beyond the shores of Sri Lanka, we have plans to extend our market reach to India by mid-2018, followed by UK and USA markets with our new collection”, he added.
Designing the eclectic collection was done by the expert designers of LiCC, who place immense value on the end result and ease of wear by its clientele. The designs are created through inspiration derived through WGSN which forecasts international trends, which are followed by all leading international brands.
Pandering to the global demand for innovation has strengthened its image and this year LiCC ties up with a pioneering venture by celebrated Batik Designer Kanchana Fernando. Her exclusive collection in collaboration with LiCC jeans, aptly named LiCC Batik by Kanch (Ethnic Grooves) was featured at the gala launch.
LiCC is a subsidiary of the blue chip Hirdaramani Group, a long standing establishment spanning over 100 years. The conglomerate has a wide network of companies in the apparel, leisure, power, information technology and retail industry. It has extended its presence across six countries with over 60,000 employees and is known as a company with a broad vision and capacity to explore novel ventures.