Fashion
JJ Valaya launches a new eco-responsible line JJV
Derived from renewable wood sources in a closed-loop lyocell process, TENCEL LUXE filament yarn is set to define the luxury fashion landscape with its silky softness, liquid drape, vibrant color and strength.
Speaking on the partnership, Mr. Vineet Singhal, Global Vice President, BU Noble Fibers, said that JJV symbolizes the values that TENCEL LUXE stands for, namely conscious luxury, durability, the ability to stand the test of time as well as a rich regal feel, very similar to silk. Indeed, TENCEL LUXE is a sustainable, eco-friendly and vegan alternative to silk. We are happy to collaborate with JJV for this landmark collection in their career.
JJV is a second-hand clothing brand that revolves around the spirit of travel. As a brand, its philosophy is inspired by the unique life and journeys of Maharaja Jagatjit Singh of Kapurthala, also the land of JJ Valayas ancestors. JJV therefore sifts through never-before-seen photographs and excerpts from his diaries and travelogues, to interpret the story of a ruler who wanted to bring the world to his people – and in fact, bring his people to the world.
Valaya said: “Upon launch, JJV, our all-new line of luxury women’s and men’s apparel is an eco-friendly initiative using the finest TENCEL LUXE fabrics to support Lenzing Austrias belief in conscious luxury. . Designed for the luxury traveler, this premier collection is designed with sensitivity towards sustainability. TENCEL LUXE is transforming the future of high-end fashion, and we are thrilled to incorporate this beautiful material into our belief in sustainable luxury.
He added: As a true royal nomad at heart, I have always felt that while we all prefer to travel light, there are so many instances during these trips where we have to dress up to go out, that this either for impromptu evenings, very good. culinary experiences or the opera. JJV recognizes and embraces this need, where one can still maintain a unique sense of personal style without the weight of heavy embroidery. It retains the distinct signature of the JJ Valaya philosophy while being a modern label for the modern traveler who likes to be prepared for celebrations wherever they go.
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