Raymond recently launched a hundred percent pure Linen line, produced from long staple fibres, that is offered in a wide range available in counts of 44 Lea to 150 Lea (finest in the world) ... The launch of Raymond Linen 2015 was announced with an exclusive collection by our friend and fashion designer Suket Dhir, who calls the Raymond Linen range a "free spirited" fabric, just like him :) Linen is a live Natural Fibre that comes from the Flax plant .... which grows all over the Mediterranean region and Central Asia .... Pure linen sheets were a luxurious trousseau choice of the Anglo Saxons famed for their flaxen hair ( golden or blonde, the natural colour of linen) ... and they used to pass on their "linen" on to generations after them because of its durability !! .... Even ancient Greece and later, the Renaissance Italians considered linen a symbol of luxury ... Linen is a complete lifestyle by itself !! …. And no Gentleman’s wardrobe and home furnishing is complete without the finest linen … be it the ancient Greeks or the modern suave Indian !!
So what are the properties of Linen as a fabric, that has made it so famous in history ? .... Many and plentiful says team Raymond, on our recent visit to The Raymond Shop, for the unveiling of Raymond Linen 2015 ... We hope you have caught up with our tryst with Raymond in this article HERE and HERE :)
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| Raymond Linen 2015 by Suket Dhir |
How does one even begin to trace the story of a legacy brand like Raymond which is even older than one’s grandmother or great grand mother ? … We at Delhi Style Blog has always been fascinated with legacy brands and their stories of evolution … Everyone is going somewhere … for some the paths have been more important than the journey … and for some, the destination have been more important than either the path or the journey …. And for a select few uber survivors, the point of origin has always been equally important as the ongoing path, journey or destination … These are the people and brands that have forged their own paths through nascent territories, picking up and assimilating all that is good, great and formative along each trail …. In the 90 years of Raymond’s existence … India and its people have grown from strength to strength on all frontiers … As we traced the story of Raymond, and researched on it, it became intertwined with the story of India emerging … If any student of history or more precisely, Indian fashion history were to select one constant to create a timeline of change and prosperity of a growing India … Raymond’s evolution could well be that constant !! … Everybody remembers Raymond as the fabric of choice from their childhood …. That in itself is saying something … If you wanted a suit stitched, its gotta be Raymond …. if you wanted to gift during wedding season, birthdays or anniversaries, it was always Raymond suiting and shirting …. The local darzis too measured your social worth with the type of fabric you took along to stitch … Because they knew all the price ranges of the local Raymond stores and stock …. In a childhood ruled by Doordarshan, i still remember aspiring for headphones seeing model Anu Ahuja in a Raymonds Ad, and then dream romantically about The Complete Man as depicted by Raymond !! … In those young days, i did not know yet that i would grow up to be a fashion or lifestyle blogger … But the fashion and lifestyle ads was something i can recall with perfect clarity … There was the Digjam man Shekhar Kapur, the Mayur guy Shahrukh Khan, Saif Ali Khan coming home to Siyaram … But none compare to the Raymond man, he was the universal man, father, brother, going to be husband … A girl could dream of the Complete Man with the Raymond ad … her Man !! … No wonder the ad was such a success … Even the music is unforgettable, you hear it and you know that that's Raymond music …. Washing powder Nirma, Mango Fruity fresh and Juicy, Action ka School Time, Raymond The Complete Man …. these were part of my childhood much much before i discovered Vogue, McQueen and Central Saint Martins …. And these brands had one unique common ingredient … Trust !! … The creation of trust in the hearts of consumers is the cornerstone of any legacy brand … and Raymond in its 90 years of existence has earned the trust of five generations of the common man to the discerning global digital nomad !!
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| One of the oldest Raymond the Complete Man ad |
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