American & Efird (A&E) Lanka, a fully owned subsidiary of one of the world’s premier industrial sewing thread manufacturer American & Efird LLC, USA, went onto exhibit an artistic visual installation made out of thread and also engage the audience real-time at the recently concluded ‘Swim’ by Colombo Fashion Week (CFW).
A&E Lanka featured an artistic installation, a creative masterpiece called “Thread in Life” which was prepared with over 100,000 meters of A&E thread and artistically composed on 15 layers of glass by Mr. Nalin Jayasena, a local creative artist.
Users also engaged with the A&E brand at CFW as they captured photographs of themselves and their loved ones and uploaded on Facebook, Instagram or Twitter hash-tagging the keyword ‘ThreadMe’ which in turn showed up on the big thread-made screen just beside the pool. This drew a high response rate and a team from A&E were constantly on the loop monitoring the hash-tag on-site to ensure every single photograph is featured.
The first-ever annual CFW Swim recently concluded with great success attracting the best in the industry and we take great pride to be a key partner. We’re also very delighted for the immense response received towards the #ThreadMe initiative on-site and the Thread in Life masterpiece,’ said Mr. Priyantha Aluthwatte, Managing Director of A&E Lanka.
‘The CFW swimwear season will undoubtedly be featured in the global landscape in years to come attracting top-notch local and international swimwear designers and manufacturers, and uplift Sri Lanka’s talent and capabilities in this area. We look forward to partner on similar initiatives in future,’ he further added.
Swimwear evolution is a very interesting one and its history was exhibited using the latest visual effects on another giant screen by A&E Lanka at CFW Swim.
As part of one of the world’s largest manufacturers and distributors of industrial sewing thread, embroidery thread and technical textiles, A&E Lanka operates with state of the art manufacturing and a total commitment to quality. A&E Lanka boasts a large share of the Sri Lanka market for sewing thread.
A&E has been in the fashion industry for more than 120 years and has continuously been recognized for its leading edge technology, orchestrated delivery logistics, continuous and sustained innovation, peak process efficiency, dedicated and flexible service and wide spectrum product portfolio. Through its global network, A&E’s products are manufactured in 23 countries, distributed in 50 countries and sold in over 100 countries. 1. Seen here is the thread-made giant screen of A & E Lanka at the CFW ‘Swim’2. The ‘Thread in Life creative masterpiece prepared using over 100,000 meters of A & E thread