Image via the Amante Facebook page.
Sri Lankans have long been in the jungi business, either making them for western markets or laundering them for Arabs. I kid, these workers keep our economy float. Now MAS, an primarily export company, has moved up the value chain to sell their own brand of ladies underwear in India and now Sri Lanka. It’s called Amante, with an accent on the ‘e’ that I can’t type.
It seems OK for underwear I guess. Sri Lanka has thankfully emerged from the days of insanely pointy bras and Titanic t-shirts (though I wish I’d kept one) and people on the street generally look better. It’s also nice that Sri Lankan brands are becoming, well, brands and selling their own stuff. In the medium to long-term Sri Lanka can’t compete as a supply of cheap labor, not against China or even places like Vietnam. We can, however, compete as a place for better labor, and adding value to the products we export or sell earns more for the country.
So, good on MAS.