Chennai: Co-optex has called young men across Tamil Nadu to participate in ‘Vesti Day’ (from January 7 until Pongal) to promote the use of the traditional attire.
U. Sagayam, managing director, Co-optex, said he had written letters to district collectors, secretaries of all government departments, vice chancellors of various universities and many voluntary organisations, suggesting they wear vestis on any of the days preceding Pongal.
“‘Vesti Day’ will also help weavers across the state to gain good profits,” he said, hoping that government officials and youth in colleges do so too.
Not many men wear the vesti to the workplace unlike the sari because “there is a misconception that the vesti is for rural men and farmers. But it is suitable clothing for men in all age groups and vocations,” said Sagayam, who consulted fashion experts and doctors for their comparative view of the vesti and trousers prior to launching the initiative.
Fashion designers suggested using models to draw attention to the vesti while doctors said that this was comfort wear for men in Tamil Nadu.
All male staff at Co-optex will wear a vesti on January 7 to launch the observance.
