Rough Clothing Flagship Store has opened at Colombo City Centre, marking a defining chapter for one of Sri Lanka’s pioneering casualwear brands. The launch reflects nearly three decades of craftsmanship, innovation and customer-focused growth.
Rough Clothing Flagship Store elevates Sri Lanka’s premium casualwear retail experience
Rough Clothing has officially unveiled its flagship retail destination at Colombo City Centre, strengthening its position as a leading premium casualwear brand in Sri Lanka. The launch represents a significant moment for the company, which has evolved over 27 years from a wholesale apparel operation into a widely admired lifestyle label with a strong local and international presence. With the introduction of the Rough Clothing Flagship Store, the brand aims to deliver a comprehensive and immersive retail experience that mirrors its long-standing values of quality, comfort and innovation.
Located on Level One at Shop 08 of the Colombo City Centre mall, the new store has been designed to bring the complete Rough experience under one roof. Customers can engage with the brand’s full portfolio in a setting created for exploration, interaction and personalised service. For Rough, this store embodies not only physical expansion but also the culmination of years of sustained commitment to craftsmanship and fabric engineering. The company has consistently focused on creating apparel that delivers durability, comfort and aesthetic longevity, and this new space serves as a platform to highlight that dedication.
Director Nabeel Khalid, who leads the company founded by his father, Co-founder and Director Noor Mohamed Khalid, said the opening reflects a meaningful milestone. He noted that customers will now have the opportunity to see, try and experience the brand’s full range within an environment tailored to its identity. Khalid emphasised that the company has always placed premium quality at the forefront of its production, ensuring that its materials maintain strength, softness and shape without issues such as discolouration or shrinkage. These attributes have become hallmarks of the brand and continue to define its growth.
Since its establishment in 1998, Rough has distinguished itself as a trendsetter in the Sri Lankan casualwear sector. It earned early recognition for introducing internationally styled polo shirts to the domestic market, setting new stylistic benchmarks for local menswear. Over time, the brand expanded its portfolio to include a complete collection of apparel for men, women and children. Today, it operates as a lifestyle and sportswear leader supported by a broad menswear segment and enhanced by inclusive sizing that extends up to 5XL.
At the core of Rough’s success is its proprietary fabric innovation. Each garment is crafted from high-quality cotton and treated with bio-wash technology, which enhances softness, colour depth and long-term durability. This technique also ensures that the material resists fading, peeling and shrinkage even during frequent use—attributes particularly important in Sri Lanka’s tropical climate and among active consumers. The brand sources premium-grade materials from Italy, Thailand and Vietnam, maintaining strict quality benchmarks across every product line. These sourcing partnerships support consistency in performance, feel and finish, which are central to Rough’s identity.
The Rough Clothing Flagship Store itself has been conceptualised to reflect the heritage and character of the brand. Its rustic and nautical design elements pay homage to the label’s roots, while the inclusion of antique accents and bespoke decor contributes to an inviting and distinctive retail atmosphere. The intention is to create a space that not only displays the brand’s collections but also tells its story through thoughtful interior design. Shoppers will find the entire product range—polo shirts, T-shirts, activewear, joggers, denim, jackets, accessories and the exclusive kids’ line—integrated into the layout in a way that encourages exploration and connection.
Reflecting on the store’s opening, Khalid said the new retail space encapsulates the brand’s journey and values. It serves as a representation of the innovation, authenticity and everyday comfort that Rough strives to deliver through its apparel. For many customers, the flagship offers more than a shopping destination; it presents an opportunity to engage with a brand that has remained committed to consistency, durability and trust for nearly three decades.
Beyond its loyal following in Sri Lanka, Rough continues to strengthen its position in the Gulf region, where it has expanded steadily over the past three years. The brand credits its success to a combination of bold design choices, sustained quality assurance and strong customer relationships. As it grows, Rough aims to reinforce its status as a reliable and innovative local brand capable of competing within global markets while preserving the identity that has shaped its journey.
The opening of the Rough Clothing Flagship Store at Colombo City Centre signals a new era for the company, offering customers a refined retail environment that captures the essence of its past and the promise of its future. With its distinctive design, advanced fabric engineering and commitment to accessible quality, Rough is poised to elevate Sri Lankan casualwear to the next level.