In a major bid to reinvent itself and woo youngsters, Vimal, the premier textile brand of Reliance Industries, has joined hands with Italian designer Maurice Bonas.
In the process, Vimal is grooming Indian craftsmen to match global trends in formal fashion wear for men.
They exhibited their work at the Vimal Master Craftsmen ramp show last week.
Faculty members of the National Institute of Fashion Technology (NIFT), National Institute of Design (NID) and Pearl Academy of Fashion judged the show.
Much before the show, craftsmen with expertise in making designer Italian suits and jackets underwent rigorous training under Bonas.
The Vimal team, in collaboration with Bonas, organised two rounds of interface in November 2006 and February 2007 in Mumbai, Delhi, Calcutta and Bangalore.
At the sessions, Bonas elaborately explained to the Indian craftsmen the intricacies of fabrics, linings, trims, fusing and buttons. He also explained the significance of accessories in an outfit.
Vimal is the largest exporter of worsted fabrics to well-known brands like J.C. Penny, Brooks Brothers, Dockers and Levis.