Rough Clothing, one of Sri Lanka’s pioneering premium casualwear brands, has officially opened its flagship store at Colombo City Centre (CCC), marking a significant milestone after 27 successful years in the wholesale fashion industry and three years of expansion in the UAE.

Located at Level One, Shop 08, the new store brings the whole Rough experience to customers through a curated retail environment designed for comfort, exploration, and personalised service. The brand continues to uphold its long-standing commitment to premium quality, meticulous craftsmanship, and innovative fabric development.

“After a successful 27 years, we are proud to open our flagship store at Colombo City Centre. This space is all about providing our customers with a true Rough experience, where they can try, see, and shop our full range,” said Director Nabeel Khalid, who leads the brand founded by his father, Co-founder & Director Noor Mohamed Khalid. “We have always prioritised quality. Our premium materials are durable, comfortable, and designed to last without discolouration or shrinkage. That commitment remains unchanged.”

Since its inception in 1998, Rough has been recognised for redefining Sri Lankan casualwear, becoming the first local brand to introduce internationally styled polo shirts. Over the years, the brand has expanded into a full-fledged premium lifestyle and sportswear label, offering apparel for Men, Women, and Children, with a pervasive menswear range.

A key pillar of Rough’s success is its custom-developed fabric, crafted from high-quality cotton and treated with bio-wash technology to enhance softness and longevity. The material is engineered to resist colour fading, peeling, and shrinkage, even with frequent wear — a crucial advantage for tropical climates and active lifestyles. The brand sources its high-end materials from Italy, Thailand, and Vietnam, ensuring that world-class standards are maintained across every collection.

Rough’s product portfolio includes signature polos, T-shirts, activewear, joggers, shorts, denim, jackets, accessories, and an exclusive kids’ line, with sizes extending up to 5XL to ensure accessibility and inclusivity.

The new flagship store features a rustic, nautical, and timeless interior concept, honouring Rough’s heritage. The space incorporates antiques and bespoke design elements that reflect the brand’s roots while offering an immersive shopping experience that brings all product categories together under one roof.

“This store reflects our journey, our values, and our evolution as a brand. It allows customers to experience what Rough truly stands for innovation, authenticity, and everyday comfort,” added Nabeel.

Rough continues to grow its loyal customer base both locally and in the Gulf region, driven by bold design, consistent quality, and an unwavering focus on customer trust.

Photo Caption - Business Development Director - Humaid Khalid, Co-founder & Director - Noor Mohamed Khalid and Director - Nabeel Khalid