Reliance Trends' T-shirt festival with super sized tee

By Surina Sayal , afaqs!, Mumbai | In OOH News | April 15, 2009
The retail chain has launched a 'record sized' initiative to spread a green message

Reliance Trends, the apparel, luggage and accessories division of Reliance Retail, has unveiled India's largest T-Shirt. The T-shirt, with dimensions of 40 feet in height and 30 feet in width, weighs 50 kgs. It was unveiled at the Ambience Mall, Gurgaon on April 3 and will be on display at the mall atrium till April 19.

The largest T-shirt celebrates the month long 'T-Shirt Mania!' at Reliance Trends. It also makes a green statement in association with 'Swechha', an NGO dedicated to environment and education. The initiative urges people to take their green pledge and commit to the cause of climate change.

& #BANNER1 & #Interestingly, the T-Shirt gets a chance to enter in the prestigious Limca Book of Records. This feat is currently in the process of certification from the Limca team.

The T-Shirt, made of 180 gsm single jersey, was constructed with five panels of fabric. All the panel seams, shoulder seams and critical points were identified and woven; twill tapes were used as reinforcement for equal distribution of stress on the seams. The month long 'T Shirt Mania!' commenced on March 20 and will end on April 19.

The initiative offers customers a variety of 20,000 T-Shirts to choose from, in varied colours and themes. The unique 'Theme tees' on offer include the Angelic Music tees, the perfect choice for the youth; the Cocktail tees, which one can flaunt to make a style statement; Humour tees; Superhero tees; Zodiac tees; Go Green tees; all game tees; Reggae music tees; cycling tees; Attitude tees and College tees. The festival also invites customers to design their own tees.

Swechha's eco friendly products will also be showcased at the Reliance Trends outlet in the mall. Consumers can choose from a wide variety of earth-friendly products to bring about a change in their lifestyles and become more 'green'. The products include jute and scrap cloth products, recycled paper products such as frames and slam books, T Shirts and posters with thought provoking environment messages and beautiful stoles made by tribal women.

On the green association, Arun Sirdeshmukh, chief executive officer, Reliance Trends, says, "With the growing threat to the environment, there is an urgent need to campaign for a better, cleaner and healthier society. We as a responsible corporate are aware of our responsibilities towards the environment.

In today's depleting environment scenario, we endorse going green as cool and fashionable. We urge each of our consumers to commit themselves to the green cause, today. The largest T-shirt makes a green statement and I am proud that India's largest T-Shirt is a product of Reliance Trends and has marked a beginning of a green initiative. Our association with Swechha is a small but important step in spreading the message of saving the environment and being conscious to preserve nature."

Sirdeshmukh adds that the response to the large tee has been phenomenal. "Customers who have walked into the mall, the public at large who have seen the T-shirt and others who have read about it are both amazed and curious. We have received positive feedback and appreciation for this initiative, both in terms of creating something new and also the Green cause associated with the initiative," he says.

Vimlendu Jha, founder and executive director, Swechha, We for Change Foundation, says, "Our association with Reliance Trends gives us an opportunity to reach out to more people and spread our message of a greener and healthier environment. For us, 'change' means a transformation in the attitude of the masses, in their perceptions and simultaneously, in the environment - both social and human. As an action group, we are involved in various activities to create a better, cleaner and healthier society."

For the record, Reliance Retail, a subsidiary of Reliance Industries, opened its first retail store in November 2006 and currently operates more than 900 stores in 77 cities, spanning 14 states with more than 4.2 million sq. ft of trading space.

Reliance Retail is a multi-format retailer that operates Reliance Fresh, Reliance Digital, Reliance Mart, Reliance Trends, Reliance Wellness, iStore by Reliance Digital, Reliance Footprint, Reliance Jewels, Reliance Time-Out, Reliance Super, Reliance Living Homeware, Reliance Living Furnishings, Reliance Living Furniture, Reliance Home Kitchen, Reliance AutoZone and Vision Express. Reliance Industries reported a turnover of Rs 1,39,269 crore as of March 31, 2008.

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