90-year-old Co-optex gets a Gen Z makeover
The 90-year-old Tamil Nadu handloom cooperative Co-optex is undergoing a rebranding to attract Gen Z consumers. The initiative includes expanding into men's fashion, introducing new retail concepts like 'Vetri Thari', and increasing its digital presence on quick-commerce platforms.
Why it matters
This reflects a broader trend of legacy state-run cooperatives modernizing their business models to survive in the competitive fast-fashion market.
From a legacy handloom brand to a Gen Z wardrobe contender, Co-optex, a household name for generations in Tamil Nadu, is giving itself a makeover.
The 90-year-old cooperative is revamping its designs to appeal to younger consumers, introducing newer products, and foraying into the men’s segment, which it believes is a growth market.
“There is a perception that Co-optex is primarily for women. We are now looking to change that by introducing a wider range of products for men, including silk ties, designer dhothis, linen shirts, and kurtas,” said T.N. Venkatesh, Principal Secretary, Department of Handlooms, Handicrafts, Textiles, and Khadi.
“We are coming out with products for the young crowd. We also want to weave elements that are deeply associated with Tamil Nadu into our fabrics such as the iconic Thanjavur Thalayatti Bommai and the Kurinji flower to the intricate motifs of Karuppur Kalamkari,” he added.
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