SML Frontier Automotive on the ramp at CFW with ‘Conscience’

Friday, 10 October 2014 11:49 - - {{hitsCtrl.values.hits}}

SML Frontier Automotive Ltd., the sole agents for Land Rover, showcased their capsule collection which was launched at the CFW Resort Wear Show under the label ‘Conscience’, to an appreciative audience at the Jetwing Blue. 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 handpicked and woven using traditional methods. The capsule collection was 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 Colombo Fashion Week President Ajai Vir Singh. “Organic cotton is typically more expensive, but a mature market understands and appreciates the value of it in terms of its benefit to the environment. We feel we have the right audience in terms of our customers who appreciate finesse, craftsmanship and exclusivity.” SML Frontier Automotive Managing Director Sheran Fernando stated: “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.”