Batik In The 21st Century

Batik is slowly becoming fashionable again, but start-up Pras&Danties specialises in Batik lingerie – something that has not been done commercially in Sri Lanka before, says founder and designer Dinushi Pamunuwa.

She feels that this is due to the fact that Batik lingerie is not an easy product to manufacture. Although a bra is a tiny little piece, it’s so complex to create, she admits, and lingerie is even more intricate.

Her first challenge was to zero in on the practical side of turning batik material into lingerie.

“The reason no one has ventured into this area in Sri Lanka as of yet is because batik can only be done on natural fibres like silk or cotton,” she says.

After much trial and error, and spending nearly a year perfecting her “secret recipe” for the cloth, Pras&Danties was finally able to put out its first collection in December 2015. It has since released two main collections – a nightwear collection in February 2016 in time for Valentine’s Day and lounge wear in April 2016 during the Avurudu season.

The second challenge is sourcing.

“Although Sri Lanka is one of the best places for manufacturing lingerie, there is no support for small companies like me,” Pamunuwa says.

The designer is forced to source the necessary material and accessories from other countries although Sri Lanka manufactures everything she needs, because companies here are required to buy in bulk and meet a minimum order quantity.

The start-up, which is not keen on catering to the mass market, manufactures a limited number of products out of a factory in Kesbewa. Pras&Danties manufactures around 60 pieces per design, with around 10 designs per collection, bringing the total number of products (per collection) to just over 600 pieces. The collections are currently sold only at PR, Horton Place, their website and sometimes through a retailer in Galle, which the founder says is enough to cater to her niche market.

Since each batik piece is handmade individually, no two products will be the same. This allows Pras&Danties to charge premium prices sometimes as high as Rs7,500 per piece. The allure of Batik lingerie lies in its appeal as a one-of-a-kind clothing item that is a necessity for women the world over.

Another drawback is in marketing internationally. Pras&Danties’ biggest market is Sri Lankans who “don’t hesitate to spend on the product and understand its higher price point and the quality of the product”. However, most other countries don’t understand what batik is or why it is priced higher compared to normal prints. But Pras&Danties has seen some sales overseas via its website.