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Now shirts made of bamboo

This new clothesline is all about experiencing the different

Ever imagined wearing a shirt made of bamboo fibre? Well, if you ever desired so, then Paramount Fabrics is making it possible with the launch of its new collection of men's wear, `Paramount Royale', made of 100 per cent bamboo fibre.

"No doubt, cotton wear has a universal appeal, which has also lead to escalating prices for pure cotton dress materials.

The next best alternative that matches the properties of cotton yarn best is the bamboo fibre. Though knitted wear made of bamboo fibre is quite popular in U.S. and China, garments woven with bamboo base are quite rare," says M. Ram, Joint Managing Director, Paramount Fabrics.

Introducing the brand to city presspersons earlier this week, he said the company also plans to manufacture premium men's wear garments from bamboo fibres.

"The raw materials for the product will be imported from China. The cross section of the bamboo fibre is filled with micro pores, which facilitate the bamboo yarn to absorb and evaporate sweat in split seconds. This property gives the product a unique quality of being warm during winter season and cool during the summer," he explained.

Bamboo is a natural bio-degradable product and also possesses anti-bacterial property. Hence, the product is also eco-friendly.

The Paramount Royale would be sold in the price range between Rs.799 and Rs.1499. To cater to the needs of the mid-priced consumer segment, the company would also float another brand `Boston Boys', which is a blended version. The price starts from Rs.499. The company plans to launch these new products by this month end. They will be available across the shelves in leading retail stores in domestic market. It has also singed a deal with a Dubai based retail chain for distribution of its products in the Middle East.

The company's exclusive outlets in Chennai and Bangalore are also in the pipeline.

After successfully testing bamboo-fibre based men's wear, the Paramount Fabrics now looking at Soya Bean Fabrics and Milk protein fabrics and blends to offer consumers a range of innovations and giving them a worthy value for money, says Mr. Ram confidently.

T.SARAVANAN

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