Sri Lanka tourism takes center stage in new T20 Jersey

In the bustling heart of Ja-Ela, Moose Clothing Company stands tall as a beacon of creativity, technical expertise, and workmanship. Established in 2018 with a vision to redefine Sri Lanka’s fashion landscape whilst bridging the gap between affordability and accessibility to good quality fashion, Moose Clothing Company has now embarked on a journey that transcends mere apparel. This journey interweaves resilience, heritage, and hope into the fabric of the new jersey design that Moose was commissioned to create for Sri Lanka’s national cricket team, for their upcoming T20 World Cup tournament set to take place in the USA and the Caribbean.

Last year (2023), Moose Clothing Company signed a four-year agreement with Sri Lanka Cricket (SLC) and secured the position to be their official clothing partner. As they sat down to deliberate the project’s intricacies, from material selection to conceptualization, one mutual agreement emerged – a shared emphasis on bringing in the element of tourism in Sri Lanka and on to the design concept of the jersey. This wasn’t just about designing a jersey; it was about crafting a narrative that would beckon the world to explore the wonders of Sri Lanka.

“As these tournaments always became a spectacle in stadiums across mostly Asian nations, the T20 World Cup this time round feels even more unique and special as this would be the first time a T20 World Cup tournament is taking place in the USA,” Kithmini de Silva, Head of Marketing of Moose Clothing Company, remarked. “This also means bringing more tourism exposure to a country like Sri Lanka amongst potential travelers from the America and possibly people from other parts of the world, especially the Caribbean islands who are also co-hosting the tournament. So, in a way, this opportunity can be seen as a win-win situation – the main goal of using this concept as a way to not only help boost tourism and place Sri Lanka on a higher pedestal as an ideal tourist destination but also take the Moose Clothing Company brand to a global market”, she further added.

As a result, with the Moose Clothing Company having been entrusted with the honor of representing Sri Lanka on an international stage, the T20 World Cup tournament is bound for American shores. It was an opportunity not just to put across their designs but to amplify Sri Lanka’s voice in the global arena. With eyes set on the USA, Moose Clothing Company sees more than exposure; they see a gateway to the international market, a chance to introduce the world to the essence of Sri Lanka.

“How we could move ahead and represent the Sri Lankan brand on US soil was the focal point for us. At the same time, we also wanted to take Moose Clothing Company Brand and enter the international market through this initiative. As it is evident that the Sri Lanka national team’s players were also the rightful ambassadors who would be representing our country wherever they go, this jersey was, in a way, a vibrant canvas for us, giving us the platform to showcase the tourism potential of Sri Lanka, bit of the culture and tradition.”, Nishantha Perera, Head of Product Development and Design of Moose Clothing Company, stated.

Eventually, the jersey design was settled after some 40 designs were rolled in following hours of brainstorming and deliberation. Sri Lanka, often hailed as a tourist’s paradise, offers a kaleidoscope of experiences – from thrilling safaris in its wildlife reserves to serene encounters with our gentle giants in Habarana, home to the world’s largest Asian elephant gathering. These elements, each a chapter in Sri Lanka’s story, found their way into the design narrative of the jersey.

The blue hues of the southern coast the emblematic passant royal lion, and the vibrant hues of yellow and blue synonymous with Sri Lanka – all woven together in a canvas of cultural richness and natural beauty.

The blue water lily, Sri Lanka’s national flower, symbolizes hope amidst adversity, while the passant royal lion, a symbol etched on the flag and now the new jersey, isn’t just decoration. It symbolizes the roar of Sri Lanka Cricket identity, perfectly captured by Moose Clothing Company under the watchful eye of the Sri Lanka Cricket.

But the design goes deeper, drawing inspiration from Sri Lanka’s iconic landmarks. The muted emblem echoes the graceful arches of the Nine-Arch Bridge – the train ride in the highlands with the Kandy to Ella train is named one of the most beautiful train rides in the world and the majestic presence of the Asian elephant gathering – Habarana – is renowned for hosting one of the largest gatherings of Asian elephants in the world and has been named as ‘one of Asia’s great wildlife spectacles’ by Lonely Planet, 2012.

Each element tells a story, reflecting what they have to offer to the world as a beautiful island nation and the nation’s ability to overcome obstacles and emerge stronger. As the national cricket team wears this unique jersey, they don’t just represent a team; they embody the hopes and dreams of a nation.

Behind the scenes, Moose Clothing Company’s design team embarked on a journey of their own. They delved deep and drew inspiration from these elements. But it wasn’t just about aesthetics; it was also about craftsmanship. In Sri Lanka’s apparel industry, technology intertwines seamlessly with tradition, creating a wave of expertise unrivalled elsewhere.

Moose Clothing Company’s dedication to quality and innovation shines through in every garment, a testament to their commitment to excellence.

The new jersey integrates state-of-the-art technology, featuring innovative fabric engineering for optimal moisture management. This ensures effective sweat regulation and enhanced comfort, even during the most intense matches. Furthermore, Moose Clothing Company conducted in-depth research on the weather conditions of upcoming tournament host countries. This meticulous approach guarantees the jerseys are crafted from the ideal materials to perfectly suit the players’ environment, offering them the ultimate edge on the field.

This thorough attention to detail ensures that the material selection and engineering are tailored to meet the specific climate demands of the tournament venues. By anticipating factors such as humidity levels and temperature fluctuations, Moose Clothing Company worked to optimize the jersey’s performance in varying weather conditions. This comprehensive approach underscores Moose Clothing Company’s commitment to delivering apparel that not only enhances athletic performance but also prioritizes the comfort and well-being of the players, regardless of the environment they compete in. The incorporation of special mesh fabric allows for increased breathability, optimizing airflow and ventilation to keep the team members cool and refreshed even in the heat of competition. This strategic design ensures that heat can escape efficiently, preventing overheating and discomfort. By leveraging such technology in textile engineering, Moose Clothing Company has crafted a cricket jersey that not only looks sleek and stylish but also delivers unparalleled performance and comfort on the field.

Speaking about the milestones and future, CEO of Moose Clothing Company, Hasib Omar said, “We’re thrilled to unveil the new Sri Lanka cricket jersey for T20 World Cup 2024. This launch isn’t just about creating a stylish and functional garment for the team, it’s about a strategic partnership that celebrates Sri Lankan pride on the global stage. We believe this jersey will not only inspire the players on the field but also ignite a passion for Sri Lanka’s tourism treasures among fans around the world.”

Looking ahead, Hasib shared the company’s ambitious vision of becoming an international brand. He further added, “Moose Clothing Company isn’t stopping at Sri Lanka’s shores. This partnership with Sri Lanka Cricket marks a significant step towards our long-term vision of becoming a global fashion leader. By combining our unwavering commitment to quality and innovation with the international exposure of cricket, we’re showcasing our capabilities to the world. This jersey launch is not just about supporting our national team, it’s about igniting a passion for Sri Lankan fashion on a global scale.”

With every match, Moose Clothing Company believes that the Sri Lankan team will not only play for victory but also carry the aspirations of a nation, inspiring pride and unity among its citizens. As the T20 World Cup draws near, the stage is set for Sri Lanka to shine once again, propelled by the enduring spirit encapsulated in every stitch of the new jersey.

Apart from this instigation that every cricket enthusiast out there can look forward to, Moose Clothing is also on the pathway to diversifying their portfolio and enhancing their footprint in the apparel sector in Sri Lanka through their brand and trendy designs that will keep on growing.