When MAS Holdings began over 35 years ago, it focused on one category that would later become its defining strength: intimate wear. Today, that early foundation has evolved into MAS Intimates - the largest division within the organisation and a global leader in intimate apparel and lingerie manufacturing.

MAS Intimates now manages a portfolio of remarkable scale: over 42 million bras, nearly 170 million panties, 100 million men’s essentials, and a fast-growing athleisure business of more than 20 million units. For a sustainable apparel manufacturer with deep roots in product excellence, this division has become what Product Lead Arosh Fernando calls a “pinnacle lighthouse” - a model of how Sri Lanka’s apparel industry built a world-class ecosystem from the ground up.

“We’ve grown from executing product ideas to having a stake in every item we create,” Arosh says. “That shift has allowed our engineers, R&D leads, designers and innovators to contribute creatively from concept to delivery.”

From Manufacturer to Product Leader

MAS Intimates’ evolution mirrors the broader MAS journey - from a dependable manufacturer to a product leadership powerhouse known for category insight and apparel innovation.

At the centre of this transformation are MAS’ Centres of Excellence (CoEs). These hubs bring together R&D, design, technical teams, and commercial experts to rethink how intimate wear is engineered and experienced. The Intimates CoE in particular bridges the conventional gap between brand and vendor, enabling true co-creation and elevating MAS from a maker to a strategic partner.

Designing for the Real Wearer

At the heart of MAS’ success is an obsession with the wearer’s experience. The Intimates CoE anticipates and responds to changes in consumer behaviour - from comfort preferences to lifestyle shifts.

During the pandemic, consumers moved away from structured styles toward softer, wire-free solutions. When demand for support returned, MAS responded with new structures made from thermoplastic elastomers, lightweight metals, adhesive and gel elements - delivering support without the rigidity that had previously defined lingerie.

In men’s underwear, MAS addressed issues wearers didn’t know could be solved. The Infinity Bond waistband, for instance, removes the centre-back seam that causes irritation. Moulded pouch designs improve lift and comfort, while stay-in-place finishes reduce leg ride-up.

Similarly, in panties, innovations such as advanced bonding for invisible fits, moisture-management materials, and durable gusset technologies elevate everyday comfort.
“The goal is simple,” Arosh notes. “Solve for real comfort. When the wearer feels confident and at ease, we’ve done our job.”

These solutions are backed by internal research, AI-driven analysis, and trend mapping - ensuring every concept is relevant, scalable, and commercially viable across global markets.

Scaling Innovation Without Losing the Human Touch

As a sustainable apparel manufacturer, MAS is uniquely positioned to take intimate wear innovations from idea to scale with precision and responsibility.

“Commoditising doesn’t mean cheapening,” Arosh says. “It means creating something elevated that is accessible at scale without losing its essence.”

Rapid scale-up (even doubling production within months) is made possible through MAS’ operational excellence and continued investment in advanced manufacturing. Technologies such as cut-and-bond, fluid assembly, and extrusion open new possibilities for product design while keeping cost and sustainability considerations in balance.

IP protection and strategic partnerships ensure product differentiation is maintained in a competitive industry where lingerie manufacturers must innovate to stay ahead.

Turning Insight into Measurable Impact

Product creation at MAS is a multidisciplinary process, bringing together design, innovation, commercial, and R&D teams from the very beginning. But how MAS shares those products with partners is just as important as how they are created.

Instead of traditional design pitches, MAS hosts product engagements - interactive sessions that combine storytelling, technical detail, and hard data. Through MAS’ biomechanical testing capabilities, performance metrics such as pressure distribution and movement dynamics become quantifiable.

“We create objectivity out of subjectivity,” Arosh explains. “If something feels too tight, we can measure it - maybe it’s three newtons too tight. That level of precision builds trust.”

The MAS Intimates Edge

MAS’ leadership in intimate apparel and lingerie stems from its ability to blend engineering, material science, design, and human understanding. It’s a holistic approach that goes beyond aesthetics - solving real problems and enhancing how the wearer feels from morning to night.

This philosophy also defines MAS’ relationships with its global brand partners.

“It’s a beautiful tango,” Arosh says, describing a collaboration built on trust, intuition, and years of shared experience. “We co-create products that are commercially strong and emotionally resonant.”

At its core, this is what MAS calls engineering intimacy- designing lingerie and intimate wear that merges performance, function, and emotional connection. The result is not just comfort and support, but confidence, ease, and an enduring sense of wellbeing.