"nithya" is a newly minted high end designer brand that aims to reinvent and re-launch Sri Lanka's ancient craft of hand-loom and bringing to new markets in to a higher levels than it has ever been to before. Launched by Nithya Lamahewa in 2012, "nithya" uses the skill of a generations old hand-loom community and combines it with cutting-edge design knowledge to create its unique collections. "nithya" pushes the conventional boundaries of the hand-loom craft , taking into account global trend, creating new concepts like hand-loom denim saris and recombining established design styles like the Tartan check into cool, comfortable clothing for the discerning executive or creative who wants to push the boundaries of fashion while promoting an ancient craft not usually associated with high fashion and also helping impoverished rural communities to promote their craft. "nithya" customers are those who want to make a statement while looking good. "nithya"'s long-term plans are to promote and reinvent the craft of hand-loom and take it beyond Sri Lanka's orders and place it on the international catwalk and in doing so show the world that ancients crafts can indeed have new life breathed into them. "nithya" above all holds near and dear to its soul the plight of rural communities who practice such crafts and aspires to empower them, educate them and establish them. After all, these communities and their craftsmen are the ones who make it all happen.