SML Frontier Automotive (Pvt) Ltd, sole agents for Land Rover, launched their “Explorations” series in May 2014, with a view of building awareness amongst customers of the environment in which we live, the natural beauty that surrounds us and the need to actively participate in the conservation of it. Leading on from this, the company has decided to take a path from Sri Lanka to India and into the world of conscious clothing.
The capsule collection to be launched at CFW Resort under the label “Conscience” has been designed by Ajai Vir Singh who is partnering SML Frontier Automotive on this journey.
The fabric for the collection is sourced from an organic cotton farm in India. Grown on land adjacent to a Tiger Reserve in South India, it is a testament to the peaceful resolution of the raging human-animal conflict. Not only is the cotton organically grown, it is also hand picked and woven using traditional methods. The capsule collection will be manufactured in Sri Lanka at a “Garments without Guilt” factory.
“Conscience will be Sri Lanka’s first ethical brand and it is the story of a perfect balance between man and nature,” said Ajai Vir Singh, President, Colombo Fashion Week.
“Organic Cotton is typically more expensive, but a mature market understands and appreciates the value of it in terms of the benefit to the environment. We feel we have the right audience in terms of our customers who appreciate finesse, craftsmanship and exclusivity,” said Sheran Fernando, Managing Director, SML Frontier Automotive.
We are starting on a journey where those who toil are paid a fair price for their goods, where man and nature can live in harmony and where the end user can enjoy the finest quality without guilt. This is our Hope. This is our Conscience.