Navyasa by Liva makes a statement about fluid fashion with its new-age sarees made from sustainable cellulosic fibres developed by Grasim
The versatile saree first appeared in north-western India between 3000-4000 years ago. While its function has remained the same, this timeless garment has evolved tremendously in form, shaped by the imagination of weavers and designers, and moulded by the sensibilities of the day.
Now, Liva, a fluid fashion brand from the Aditya Birla Group (ABG), has unveiled the 21st-century avatar of the saree, under the brand name -Navyasa by Liva. The collection merges style, comfort, and sustainability with no compromises for either the wearer or the environment.
Endorsed by actor Deepika Padukone, Navyasa by Liva features colourful and contemporary fabric designs for modern women. The range has been visualised by renowned designers Abir and Nanki along with the internal design team at Liva. The fabric is lightweight, soft and flowy, and allows for effortless movement. But equally importantly, it is a big leap forward for responsible fashion in India.
Light to touch, easy on the Earth
Sustainable manufacturing practices remain at the core of ABG’s manufacturing ethos and the Group has further cemented its credentials through Navyasa sarees too. The sarees are produced from Liva range of natural cellulosic fibres made from renewable wood pulp and consequently have smaller carbon footprint.
The trees used for manufacturing wood pulp are grown specifically for this purpose, and more trees are planted than cut for making this fabric. Not only does this technique help maintain natural green cover; Liva’s fibres also save 6-7 times more land and 3-4 times more water than cotton, making them extremely good for the planet.
Bridging comfort and fashion
Liva also combines the best of natural and synthetic fabrics. It combines the skin-friendly attributes of cotton and, softness and fluidity offered by synthetic fabrics. The fabric has high breathability and absorption, and falls and drapes well, which makes Navyasa’s sarees the ideal choice for fashion and comfort-conscious buyers.
The fabric’s lightness comes from the fact that it is made from ethically sourced cellulosic fibres derived from eucalyptus, birch, maple or aspen trees. This makes Navyasa by Liva a comfortable, sustainable, and fashionable alternative to cotton and synthetic sarees.
Navyasa by Liva is a modern fabric for the contemporary Indian woman. It is also ABG’s ode to the graceful saree: the timeless garment that will never go out of style.