Textile wars: Lawn fest

Icon Stylised Heritage lawn launched its maiden collection in Karachi.

Fabtex, a leading manufacturer of quality fabricated textiles, are now positioning themselves in the domestic lawn industry in Pakistan, which  has been going through a boom since last year. The company, known for its standards of quality and durability, is launching its first lawn collection Icon Stylised Heritage, according to a press release.

Icon Stylised Heritage has used vibrant colours and blended it with traditional and contemporary motifs to cater to a market which is already replete with myriads designs and choices in the lawn commodity. According to Fabtex, the company has managed to bring printing and design techniques which are a hallmark of international printing industry, but were absent in local fabrics until now.

All outfits at Icon are decorated with exquisite and intricate embroidery and other embellishments while the contrasting dupattas with some of the dresses are eye-catching and add to the overall look of the fabric. The exclusive Icon Stylised Heritage was recently launched in Karachi and has made its mark as an affordable lawn brand.

Fabtex is one of America’s largest fabricators of bed coverings and window treatments for hospitality, healthcare, government and cruise lines and is a respected resource for hospitality-appropriate fabrics. Only time will tell whether an international fabric brand can compete with local lawn giants like Sana Safinaz, Alkaram and Gul Ahmed who have been catering to this segment of the market since decades.

Published in The Express Tribune, February 19^th, 2012.