Celebrating 30 successful years in the Handloom Industry, Selyn unveils plans for the next three decades...

In November 1991, Sri Lanka’s only fair-trade guaranteed handloom company ‘Seyln’ and its Founder Sandra Wanduragala embarked on a vibrant journey of reviving and repositioning the fading craft of handloom with just 15 weavers working out of her home in the village of Wanduragala in Kurunegla, Sir Lanka. Today, Selyn employees over a 1000 weavers and artisans in multiple villages across the country and has created a thriving livelihood for many from what was set to be a ‘lost art’ of handloom weaving. 

One of the country’s largest social enterprises, Selyn engages the traditional Sri Lankan community of skilled handloom weavers and artisans from villages in and around Kurunegala, Batticaloa and Trincomalee in producing a range of handloom fabrics, homeware, fashionwear and soft toys that are 100% cotton handmade, retailing locally and exported globally to over 18 countries. Wanduragala, looking back on the past 30 years, shares that in 1991 she embarked on a journey she never knew would bring her here. “Everyone asked me ‘why handloom?’ I said that I believe in it, I love it! I believe in the women that make it and I believe in the role it plays in our heritage and identity. This is what makes us different from others. I’m proud of our history and our new 30.” 

At a virtual media roundtable celebrating three successful decades in the Handloom Industry, Selyn announced the launch of their ‘New 30’ campaign, unveiling their vision for the next 30 years of Selyn. Introduction of blockchain solutions, positioning the brand to cater to the global ethical luxury market, committing to slow fashion and sustainably growing their exports and local markets as a community grown company are some of the key strides in store for the brand’s future. 

“Handloom is an intangible heritage that is authentic and we are committed in the New 30 in letting the world know that Sri Lanka’s handloom is something to be reckoned with. The journey of our handloom, transitioning from craft-based essential products to a pioneer in the global sustainability industry and discourse is truly a mesmerizing one. At 30 years of operations, we are making a stronger commitment to transform our industry by encouraging greater transparency for our supply chain through blockchain technology, and with the integration of new apparel technologies to revolutionize the product we offer. With our vision for the next 30 years, what we are taking to the future is our purpose-led model; never forgetting the values in which we are based and the community that keeps us strong.” shares Selyna Peiris, Director Business Development and next generation lead at Selyn.

As a fair trade, slow fashion brand, Selyn caters to ethical, conscious consumers that are aware of the social and environmental implications associated with fast production cycles, overuse of resources, waste generation, environmental pollution and unethical labour conditions and prefers the alternative of supporting local, ethical, sustainable and environmentally friendly brands. 

Joining the media roundtable, former Chief Executive of the World Fair Trade Organization, Erinch Sahan congratulated Seyln on their milestone 30th anniversary, adding that the brand’s commitment towards slow fashion in a degenerative fast fashion world, is commendable. “Selyn’s commitment to reversing the degenerative fast fashion model is very worth celebrating. Selyn’s use of natural fibres and dyes, their upcycling and recycling operations and community partnership makes it stand out in contrast. Selyn puts people and planet first.” 
On a concluding note, Pieris reaffirms Selyn’s commitment towards moving ahead with handloom at the core of their brand, adding that “in an age where handmade crafts are seen as things that weigh you down, we at Selyn are committed to taking it to the world.”