90-year-old Co-optex gets a Gen Z makeover

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