NoLimit and Glitz pioneer Fragrance Denims in Sri Lanka with MSD

Revolutionising the fashion industry in Sri Lanka, NoLimit and Glitz, the two leading fashion retail chains, pioneered introducing yet another exciting fashion line to Sri Lanka – Fragrance Denim of MSD, the flagship men’s wear brand from the House of Siyaram – India. This first ever introduction to Sri Lanka, Fragrance Denims was launched recently at a glamorous event held at NoLimit-Image, Wellawatte; amidst a distinguished gathering from NoLimit, Glitz, and House of Siyaram.

The Fragrance Denim range, an ideal choice for an outdoor activity or a casual day-out, can now be purchased from NoLimit-Image, Wellawatte; NoLimit, Dehiwala; and all Glitz outlets. It is available in ‘Slim-fit’ as well as in ‘Supper Slim-fit’, with three fragrances to choose from: ‘Lavender’, ‘Citrus’ and ‘Jovan Musk’. This proactive move symbolises and underpins industry leadership of NoLimit and Glitz that introduced many industry-firsts in fashion retailing: self-shopping, fixed retail pricing and gift vouchers free of expiry period, to name a few.

“NoLimit and Glitz always serve customers with priority and try to add quality, class, variety, and newness to their fashion constantly. We are the first to introduce fragranced-denims to Sri Lanka and it is a major initiative in bringing the best fashion around the world for our customers. No doubt, this will be a new experience for fashion-conscious youth in Sri Lanka,” said NoLimit Manager Marketing Raneez Sheriff, in sharing his thoughts about the pioneering move.

Speaking at the occasion, Siyaram Silk Mills Ltd. Manager – Branded Exports Bhushan Pawar said: “MSD with a lineage of quality, style and elegance believes in surprising the customers with the newest of technologies, which will ease up their life. This range is unique and offers a high functional utility. The range has been acknowledged in Indian markets and we are sure to get the same response in the Sri Lankan market as well.”

The fragrant-jean technology enables a slow release of scent through microcapsules infused in the garment that provides a high anti-odour functionality, leaving the wearer with a fresh feel even after repetitive use. It is, also, treated with an anti-microbial wash to prevent micro-bacteria growth in the garment enabling multiple-use with less washing. 

MSD, a youth brand targeted to aspiring and energetic youth, who believe in change at every step in life, consists of a wide range of products under its well-guarded profile that includes casual shirts, casual trousers, and denims. It launched Fragrance Denims first in India in 2015 after years of research and development. The full range of Fragrance Denims comes in three fragrances – Lavender, Citrus, Jovan Musk – in ‘Slim fit’ and in ‘Supper Slim fit’ with sizes from 28-38.