LiCC’s new ‘Premier Jeans’ clothes Sri Lanka’s 2019 Cricket World Cup Team

LiCC Jeans, the ‘Official Casual Clothing Partner’ of Sri Lanka Cricket since May last year, has launched ‘Premier Jeans’, a new collection specially crafted for the Sri Lanka team taking part in the ICC Cricket World Cup 2019. With this new and avant-garde wardrobe for the World Cup hopefuls, LiCC Jeans consolidates its partnership with Sri Lanka Cricket (SLC) and boosts our cricketers in style, comfort and sustainable value. The stylish wardrobe includes the new and improved player specific ‘Athletic Fit’ jeans, which are an ‘in-between’ of regular and slim fits. The wardrobe also includes polos and casual jackets in majestic shades of dark navy, crown blue and deep sky-blue. In addition to the denim fabric, woven and knit materials have also been used to build the fine wardrobe. Furthermore, the use of ‘green jean’ fabric has added significant sustainable value to the collection. Vinod Hirdaramani, Director, Hirdaramani Group of Companies said, “We are very pleased to have built this partnership with SLC since May last year. It is with pride that we sponsor our national team on their casual clothing during the World Cup this year. LiCC has always been at the centre of technological innovation when it comes to comfort and aesthetically appealing apparel and the t-shirts and jeans donned by the national team, and this time will be no different. The launch of ‘Premier Jeans’, an eco-friendly solution for stylish denim has been the highlight of the team’s wardrobe this year. We are pleased to make this sustainable offering to our National Team and wish them the best of luck during the World Cup.” The ‘Premier Jeans’ collection sources its fabric from a world renowned company in the textile processing and weaving sector. The fabric is manufactured using 30% to 40% less chemicals than standard denim and 20% less water and energy than a regular fabric mill. It also ensures zero discharge and optimal environmental conservation by reusing plant emissions such as heat and steam. Through maximum utilisation of raw materials and yarn, a sophisticated micron dyeing process and a smart water process all powered by renewable energy from solar, wind and biomass, the “Green Jeans” are manufactured using a highly sustainable manufacturing infrastructure. Audited and certified by TUV Nord, a truly sustainable product, the Premier Jeans collection is superior by every standard. A limited stock of Premier Jeans is currently available for cricket fans at selected retail outlets. Established in 2008, LiCC has always been ahead of the game using breakthrough technology and sustainable solutions in creating apparel on par with global trends but are also comfortable. LiCC is a subsidiary of the Hirdaramani Group, an established institution spanning over 100 years. The conglomerate has a wide network of companies in the apparel, leisure, power, information technology and retail industry. It has expanded 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.

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