New Drop is Live — 260 GSM Supima Cotton, Oversized Tees Starting at ₹1,299.
100% Supima cotton. Supima is a registered trademark of the Superior Pima Association, applied only to extra-long staple (ELS) cotton grown in the United States. Fibres measure 34 mm and above, against roughly 20–28 mm for the standard upland cotton used in most t-shirts.
Longer fibres spin into finer, stronger yarn with fewer loose ends at the fabric surface. Fewer loose ends means less pilling, a smoother hand, and more even dye uptake. Supima accounts for under 1% of world cotton production and is grown only in California, Arizona, New Mexico and Texas.
Approximately 260 g/m², tested under ISO 3801. For context: 120–150 GSM is a lightweight fast-fashion tee, 180–200 GSM is a standard retail tee, and 240–280 GSM is heavyweight. LURI sits in the top band, which is what allows the oversized cut to fall away from the body rather than cling.
Yes, by two laboratories. SITRA (The South India Textile Research Association), a NABL-accredited textile laboratory, under Report Nos. N2506284 and K2502416. And SPR Consumer Products Services, Tiruppur, under Report No. SPRTR25-262019. Testing covers colour fastness, shrinkage, spirality and fabric weight. → Link: Fabric quality and lab reports
Colour fastness tests at grade 4–5 on a 1–5 scale where 5 is best, across rubbing (dry and wet), domestic washing, light, perspiration and water. In practice that means minimal to no colour transfer onto skin or other garments, and shade retention through repeated washes.
Shrinkage was measured under ISO 6330 wash testing and falls within the accepted textile tolerance band for both length and width. Spirality — the twisting that pulls side seams out of line — measures close to zero after wash. Wash cold and the garment holds its size and its shape.
No. At 260 GSM the knit is roughly double the weight of a typical fast-fashion tee, including in lighter colours such as off-white and peach.
LURI tees are cut oversized with a drop shoulder — that is the intended silhouette, not a sizing error. If you want the oversized look as designed, take your usual size.
The shoulder seam sits below your actual shoulder point rather than on it, with a wider body and a boxier line through the chest and hem. It reads relaxed rather than baggy, and it needs a heavier fabric to hold its shape — which is why the 260 GSM matters.
S,M,X,XL,XXL
Every product page carries a size chart with garment measurements in inches and centimetres. Measure a t-shirt you already own and like, then compare — it is more reliable than body measurements for an oversized cut.
Machine wash cold, inside out, with a mild detergent and similar colours. No bleach. Tumble dry low or line dry in shade. Iron on the reverse and avoid ironing directly over the print.
It keeps the print surface from abrading against the drum and other garments. The fabric’s colour fastness is graded 4–5, but print longevity depends mostly on how the garment is washed and dried.
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