Sri Lanka Design Festival 2014 – Design, innovation and makings of a regional hub

Fashion industry patrons of Sri Lanka Design Festival (SLDF) 2014 –Brandix Lanka Ltd. CEO Ashroff Omar and MAS Holdings Chairman Deshamanya Mahesh Amalean, together with SLDF/AOD Founder Linda Speldwinde speak out on the importance of design and innovation in taking the next giant step for Sri Lanka apparel

 

 

 

Q: Sri Lanka Design Festival has closely been associated with the apparel industry for the past 5 years, why is that?
Linda Speldewinde: SLDF’s vision is to become a catalyst and a platform for industries that can be powered by design and to become part of the country’s development through design. When we considered all the industries in Sri Lanka, apparel is by far the most developed among those that can benefit from design and with it being the country’s largest export and the single largest employer, we saw how SLDF can really make national impact through the apparel industry.
We saw how much the apparel industry can grow even further, if it was powered by design and innovation to make an impact on over a million Sri Lankans. Our apparel leaders, who are true visionaries, understood this very well; so, back in 2009, when we started, the apparel industry led by Brandix, MAS and the likes became our biggest supporter and we have worked parallel to their commitment to design and innovation, to give them the kind of international platform that they deserve.
This is how our six-year partnership began. Over the course of the last five years, starting with creating a platform for design and innovative capabilities of the industry, we have grown to become an intellectual forum where world apparel leaders visit annually to discuss the course of the business with our industry and its innovations at the core. This is a huge deal. We have seen tremendous successes through our partnership, from forming new business partnerships to venturing into new projects utilising our industry’s strengths. In our sixth year, we’re still investing a lot on our apparel industry as one of Sri Lanka’s first industries that have employed design for great growth.
With SLDF 2014, we will see how the apparel industry is consolidating their strengths and taking a huge leap into the future with design an innovation as their key strength. So our association will continue stronger and bolder, with great things to see.

 
Q: Sri Lanka Design Festival (SLDF) 2014 has brought together two apparel giants- Brandix and MAS-together. What paved the way for this rare joint-venture?
Mahesh Amalean: MAS and Brandix are two companies that have a longstanding relationship. Both companies together with many other parties have played an important role in the growth of the apparel industry in Sri Lanka. Whilst we compete with each other we also work hand in hand in initiatives and projects that benefit the industry as a whole. A good example of this is the JAAF where MAS and Brandix along with other stakeholders of the industry work together in working towards the best interest of the apparel and textile industry.
We believe that SLDF has an important role to play in showcasing the capabilities and competencies of the industry beyond manufacturing. The topic “design, innovation and making of a regional hub’ is a very appropriate topic as both Brandix and MAS recognise the importance of design and innovation. I believe, design and innovation will play a crucial role in the growth of our industry andwill also help our aspirations of becoming a regional fashion hub.
Ashroff Omar: Design and innovation are absolute essentials for any business looking to progress into the future – this is the case for our industry too. MAS and Brandix are coming together to make a very business-smart decision for the future of the whole industry and our own. What we hope to do at SLDF 2014 is to set an example of the future we can achieve by harnessing the power of design and innovation.

 
Q: Why is design and innovation so important to Sri Lankan apparel?
Ashroff Omar: Like I said, design and innovation are critical for any industry that simply wants to even stay in business today. It is that important. Sri Lankan apparel makers have been manufacturers for some of the biggest brands in the world. Meanwhile, we have excelled in what we do in terms of technology, sustainability and even the way we care for our employees and clients. This is what was behind our success. Now, with the development of our own design and development capacity, we’re in a new position to incorporate innovation to give a superior product. I think this will strengthen the relationship with our existing clients and also bring in new business in a big way. But, the key thing to understand is that now is the time we need to own this reputation for design and innovation and embrace the future that comes with it.
Mahesh Amalean: Over the last several decades, Sri Lanka has cemented its reputation for its manufacturing excellence and ethical business practices. In recent years, many of the organisations in the industry have also embarked on developing its design and product development competencies, in order to offer greater value to our customers and strengthen our position in the industry. The industry has recognised that Design and Innovation are the key two competencies that will enable Sri Lanka to stay relevant and competitive in the future. We will therefore, need to transform our industry to offer both design and innovation in the coming years. This successful transformation will enable the apparel and textile industry in Sri Lanka to flourish for another 15 years.

 
Q: What is SLDF’s role in driving this focus on design and innovation?
Mahesh Amalean: Year after year, SLDF plays a big role for Sri Lanka apparel where our best and the latest are put on a platform for the world to see. When we are presenting these achievements in design and innovation, SLDF brings together an important audience that includes international apparel giants, buyers, brands, international media, etc., this has helped us reach a bigger audience every year and helped to secure a better position as a country and an industry on an international platform. Through SLDF this year, we have an opportunity to showcase Sri Lanka’s design and innovation capabilities and the potential we have to become a regional fashion hub.
Ashroff Omar: Yes, this year, we’re giving a big push towards providing a preview into the future that Sri Lanka apparel can pursue through innovation. And, I think it’s going to make it very evident that consumers can really get more out of Sri Lanka. Mas, Brandix and I think other apparel companies too, are very excited about this. It’s really like a launch of our future outlook at SLDF 2014.

 
Q: With Sri Lankan apparel makers pursuing design and innovation, what can we expect to see?
Mahesh Amalean: As I mentioned earlier, our reputation as an industry is currently based on our core strength of manufacturing excellence and maintaining a high ethical standard. Our past efforts enabled us to build a strong export industry benefitting over one million people, in the nation. Our current focus on design and innovation capabilities will widen the scope of the industry; thereby, laying the platform to attract newer talent and create further growth.
Ashroff Omar: And, I think it fits in very well right now. We have a quite significant workforce of qualified, professional designers, product developers and fashion innovators in the country. Over the past decade, with campuses like AOD and Moratuwa, we have seen qualified professionals coming out to join our industry. So, like Mahesh mentioned, as our industry’s scope broadens, we have the human resource to fulfil the demand. This is great, and I think it’s a good indicator of the fact that the time is ripe and right!

 
Q: As two leaders in Sri Lanka Apparel, what do you have to say to other apparel makers’ on this all-important move towards design and innovation?
Mahesh Amalean: As an industry, we need to progress forward, we need to start thinking about the end consumer and become more consumer-centric. We need to offer holistic solutions to our customers through design and innovation. In order to do this we need to provide the right environment to our employees to be innovative. We need to build our design and innovation capabilities by attracting the right talent and continue to gain a competitive advantage on an international platform.
Ashroff Omar: Yes, we need to keep inventing, innovating, transforming…becoming better at what we do. That is the only way you can stay at the top of things. So, we invite everyone in apparel manufacturing- from small, medium to large- to embrace this future in innovation and most importantly, to not be left behind as we walk forward.

 
Q: Linda what is your message, adding to what Mahesh and Ashroff said?
Linda Speldewinde: Our apparel industry is a very visionary industry that is open to innovation- I’m thankful that this is the case because it really allows SLDF to play the role of being a platform, a catalyst, an intellectual meeting of minds and a forum to contribute something unique to the world.
As Ashroff and Mahesh both rightly said, there is really no way around it. Design and Innovation are absolutely imperative. Right now, there is no other apparel industry that has really taken ownership for sustainability, technology and design altogether; our industry can and they should; SLDF is committed to being a pillar of strength for this. What we’re unveiling at SLDF 2014 this year is the future we foresee with sustainability, technology and design under our belt. So, I look forward to see everyone in the industry joining us as we take a giant step forward to become a unique regional hub in fashion.