Freshness introduced to shalwar kameez
# he national dress of Paksitan, the shalwar kameez is now available from Bonanza in Pakistan treated with Purista® freshness-enhancing finish
The men’s national dress in Pakistan, the shalwar kameez, is now available from Bonanza treated with Purista® freshness-enhancing finish. For the first time in Pakistan, Bonanza Garment Industries (Pvt) Limited, a renowned name in the Pakistan apparel retail scene, and BASF Pakistan Private Limited are introducing shalwar kameez that allow consumers to experience the ’just washed’ freshness throughout the day.
Purista® is a freshness-enhancing treatment for cellulosic textiles such as cotton and cotton blends. It curbs the growth of micro-organisms on clothes and prevents them from causing an unpleasant odor, leaving clothes fresher for longer. This increases the consumer’s comfort, confidence and well-being. Locked inside the fabric for long-lasting freshness, Purista® is ideal for people on the go.
“We are proud to see the Purista® brand on Bonanza’s national dress,” says Ayaz Qureshi, Director Marketing at BASF Pakistan. The treated range from Bonanza will be labeled with the Purista® hangtag, so consumers will be able to see at first glance that they can enjoy the freshness feel.
BASF and Bonanza organized a launch event on 28th March 2008 in Lahore, where the concept was introduced to the market and a presentation was given by the BASF team on the benefits of Purista®. The treated range is now available at all Bonanza outlets across Pakistan.
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