This week, I feature a brand which has become the talk of the town - LOVI, a simple concept with a huge fashion impact. People from all ages seem to love it, so this column speaks about a brand from a consumer's point of view and yes, it feels great to wear it! LOVI is sold online at www.lovisarongs.com and deliver free to your doorstep in Sri Lanka, and all around the world too. It is available at Aashkii and TRUNK in Colombo and Exotic Roots in Galle. 

I had a chat with the man who made this baby come alive - Asanka de Mel. 

What sparked your interest in sarongs? 

You can look amazing in a sarong. No matter what your body size, or whether you’re skinny or chubby, or whether you’re a guy or girl. We love sarongs and feel good wearing them. But somehow over time, they stopped innovating on sarongs, and they became a little boring. Like, how are you going to wear a sarong outside without somewhere to put your phone? So we put in a sweet pocket. Actually, LOVI Sarongs are designed with pockets, belts and other nifty things for a life in motion. We even got applied for a US Patent on it. Our company, LOVI Ceylon, is bringing sarongs back to the future. 

And of course, I enjoy and love wearing sarongs. 

What were your inspirations for the designs you create? 

I’m inspired by travel, the intersection of cultures, and what the future holds. Our collections are meant to fit the adventurer in all of us. 

What’s tough about marketing sarongs? 

People from around the world are joining us on social media, sharing their stories. We love being able to talk directly with our customers and fans. We have these photo series called ‘Sarong Stories’ which we develop together with the fashion crowd to show how exciting, glamorous, and comfortable sarongs can be. We have a lot of fun with them and the engagement from our online community is so encouraging. It’s a great party @lovisarongs on Facebook and Instagram. 

Do you feel anyone can outdo your sarong concept? 

We want LOVI Sarongs to be a memorable experience. So we spent months working on the details: the softness and shine of the fabric, the proportions of the pockets, the weight of the gold-tipped belt in your hand, and the sizing to get that perfect fit without the bulge of the sarong knot around your waist. We wanted it gift-ready, the kind of packaging you’d find with a European luxury brand. And we wrapped it all up in great online customer care. It took us many months to get the first collection out, but I have been gathering ideas and inspiration for this venture my whole life. And to answer your question, yes, if they want to dedicate their life to it. 

What is it that you featured in this shoot? 

A few of the latest and most popular. 

How do you balance creativity with business? And what would you say is the tough one? 

I see it as an intertwined flow. One could not exist without the other. 

What is the biggest lesson that you have learned since you started your fashion company? 

Patience. And the amount of tea I could consume in a day. 

Why did you finalize the brand name as LOVI? 

It’s a funny story. My girl and I were sitting in the garden in front of the fine arts museum in San Francisco. She was studying fruit vocabulary in Sinhala. I was thinking of names for the business, and it just clicked. Plus LOVI sounds like ‘love.’ What’s better than that? 

Where do you see LOVI in 5 years’ time? 

Today, when people think of Sri Lanka they think of the sun, beaches, spices, and Ceylon tea. I want to add LOVI to that list. I want LOVI Ceylon to have an identity that’s instantly recognizable around the world—as authentically Sri Lankan, world-class fashion. 

What advice would you give to aspiring fashion designers? Who is like you with no fashion background? 

Get started. Build a prototype. And also, honestly ask yourself, would you want to spend the next 5-10 years of your life doing this? 

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Speaking to the man with the creative eye, Arantha, this is what he had to say 

What are your thoughts on a sarong tuck? 

This is a great concept for Sri Lankan fashion. It's really good to bring back traditional Sri Lankan clothing into high fashion as it will be a stepping stone for us Sri Lankans to have our own identity in the fashion industry. Asanka de Mel has added value to the typical Sri Lankan who is wearing a sarong and now made it glamorous attire for any occasion. 

What was it like shooting the sarongs? 

This was quite interesting for me because this is something new that we don't get to shoot always. The sarongs were so vibrant in colour so they stood out when we shot on location. 

You have been a fan of this brand. What was your favourite pick? 

I really like the Rugby in Red sarong. You can wear it for almost any occasion. 

Designer: LOVI Ceylon 
Photographer: Arantha Sirimanne (ARANTHA PHOTOGRAPHY) 
Video: X IRIS (Nuwan and Menaka)