Exploring how Sri Lankan handloom craftsmanship can be integrated into local premium fashion as a USP

Abstract

Sri Lanka’s handloom textile heritage reflects centuries of artisanal skill and cultural richness. Despite its intrinsic value, the handloom industry is underutilized in the local premium fashion sector. This study examines how Sri Lankan handloom craftsmanship can be strategically integrated into premium fashion brand identity as a Unique Selling Proposition (USP). A qualitative methodology was adopted, involving semi-structured interviews with 10 designers from 5 premium Sri Lankan brands. Thematic analysis was applied to identify recurring themes regarding perceptions, challenges, and opportunities in integrating handloom into fashion design. Findings indicate that designers appreciate the cultural and aesthetic value of handloom, but practical barriers—such as high production costs, long lead times, and limited alignment with global aesthetics—limit its adoption. Opportunities exist through modernization, collaborative design, and heritage-based storytelling. By repositioning handloom as both a material and narrative asset, particularly through capsule collections and seasonal lines, brands can achieve cultural differentiation and strengthen emotional consumer engagement. The study recommends co-creation between designers and artisans, strategic branding, and investment in modernized design processes to enhance the global relevance of Sri Lankan handloom.