Sidrah Nadeem: All Tied Up

Published: April 2, 2011
The brand offers custom made ties ranging from 
Rs 1,500 upwards. PHOTOS: ZARA KHAN

The brand offers custom made ties ranging from Rs 1,500 upwards. PHOTOS: ZARA KHAN

The brand offers custom made ties ranging from 
Rs 1,500 upwards. PHOTOS: ZARA KHAN The brand offers custom made ties ranging from 
Rs 1,500 upwards. PHOTOS: ZARA KHAN The brand offers custom made ties ranging from 
Rs 1,500 upwards. PHOTOS: ZARA KHAN The brand offers custom made ties ranging from 
Rs 1,500 upwards. PHOTOS: ZARA KHAN

A failed thesis concept, four years ago, led Sidrah Nadeem to strive harder to make her concept a reality. After graduating from the Textile Institute of Pakistan in Karachi, Nadeem worked for GAP and went on launch her label of hand woven ties two years ago. After its initial success in Karachi, Nadeem has brought her collection of ties to Islamabad.

Displayed at Melange, the hand woven pieces come in a variety of colours and sizes. From the skinny tie to a regular size, Nadeem has a wide array of items available.

“It is extremely hard to create these ties because they are not mass manufactured. Each yard of hand woven cloth takes about three to six days to make,” says Nadeem. What is interesting about All Tied Up is not its innovative designing or world class fabric. Instead, it is the services the company offers. It is a one of its kind novelty store in Pakistan that not only offers hand woven ties but also offers custom made ties to bridal clientele. “If someone has ordered a Bunto outfit, I tell the couple to get me a sample of the colour and material used as soon as possible, and then I create a matching tie that complements it,” says Nadeem.

Apart from making custom made hand woven ties, the company also takes orders for party giveaways. Outsourcing the thread from China and creating the cloth here in Pakistan, All Tied Up outsources as the need arises. “When we get mass orders for giveaways we outsource the cloth from other places depending on the clients wishes because it is not time effective to hand weave cloth for such massive numbers.”

All Tied Up is a design concept for men who don’t want to just look good, but also want their ties to do the talking. “Each colour and design speaks volumes about someone’s personality and that is the most exciting service we provide for our clients,” explains Nadeem. “Young men walk in with their suits for the season and we help them decide the colours, patterns and sizes that would not only look good on them but also match their personality and mood.”  The price of ties ranges from Rs 1,500-6,000.

Although the fabric quality still needs to improve as does the quality of stitching, Sidrah Nadeem has managed to create a niche market for her products.

Published in The Express Tribune, April 03rd, 2011.

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Reader Comments (16)

  • Ash
    Apr 3, 2011 - 4:02AM

    Best Ties Ever !!! All Tied Up. And the hounds-tooth is a must for every guy to have. Ask for it !!! In black.Recommend

  • sarah
    Apr 3, 2011 - 12:39PM

    you are so right, i love the array of hues Sidrah has to offer!Recommend

  • saleha
    Apr 3, 2011 - 3:02PM

    I have bought ties from sidra and I love them. They make beautiful presents and are of a very high quality. This writeup as well as these pictures don’t do the product justice. Shame on the writer and photographerRecommend

  • lalarukh
    Apr 3, 2011 - 3:12PM

    The ties are gorgeous and perfectly stitched. I have 4 ties from when the studio first started and they are in excellent condition. These photographs donot do the ties justice go and visit the studio !!!!Recommend

  • faizan
    Apr 3, 2011 - 3:17PM

    Fabric quality still needs to improve?? Yet you state world class fabric inititally. You may be confused. I am a customer of all tied up and can confidently say that the quality ties I have bought from “ATU” are truly world class. Recommend

  • Taimur
    Apr 3, 2011 - 3:20PM

    Good effort. Wish the brand well and hope the quality improves and comes up to international standards. Would love to see a Pakistani brand be up their with the international big boysRecommend

  • narmeen
    Apr 3, 2011 - 5:22PM

    Way to go nadeem family! :)Recommend

  • Sarah Hussain
    Apr 3, 2011 - 6:36PM

    I have been one of the first few customers of ‘All Tied Up’ and I have to say Sidrah is doing a great job! Her designs, and colours have grown as the business has progressed. I do not agree with the writer’s line saying ‘although the fabric quality still needs to improve as does the quality of stitching.’ Keep up the brilliant work Sidrah! Wishing you all the best always-Recommend

  • Najeeb Ullah
    Apr 3, 2011 - 7:57PM

    nice may God give you more success and determination to work more harderRecommend

  • Maisam Ali
    Apr 3, 2011 - 8:42PM

    A completely satisfied customer. One thing i’d like to add is Sidrah’s personal opinion which is brilliant. so when you visit the studio make sure you take along a few of your suits in order to get Sidrah’s expert opinion (and dont act smart … just listen to what she sayd… it’ll pay off) If you’re a banker and have to wear a tie everyday at work you must visit All Tied Up to add a little spice to the otherwise boring tie collection most bankers have (including myself before “ATU”). It really does make a difference. Recommend

  • Omair Babar
    Apr 3, 2011 - 10:36PM

    The writer has given a very cursory overview to the concept of hand made craftsmanship. Hand made items are a work of skill and hence no items are ever alike, giving each a unique personality, which sets it apart from machine made objects. Anyone with handmade shoes would know what im talking about. As far as quality and standard are concerned, Marks and Spencers ad Selfridges seem to stock them without any complaints.

    On a personal note I get complimented on her ties every time I wear them because they stand out from the mundane drudgery available in the UK. I make it a point to match my pocket squares with my ties and not many seem to have that option. The writer’s inexperience with ties perhaps, led her to write this uninformed piece.Recommend

  • Mariyam Ahmed
    Apr 3, 2011 - 10:55PM

    Brilliant work Sidrah!Recommend

  • Apr 3, 2011 - 11:42PM

    Nice work Sidrah !! May ALLAH give you more success with your ideas

    this quotations completely suits on you

    “The best you can do is size up the chances, calculate the risks involved, estimate your ability to deal with them, and then make your plans with confidence.””

    Best of luck :)Recommend

  • Fatz Syed
    Apr 4, 2011 - 12:31AM

    Shd so so so proud of you and Zara!!!
    :))) Recommend

  • Bats
    Apr 4, 2011 - 10:30AM

    Sidrah does wonderful work, and her ties are always a pleasure to buy, to gift and to wear! Her hard work manifests itself in the superior quality of each and every tie – Compliments are guaranteed every time my husband wears All Tied Up!

    Sidrah also does some fabulous, classy and very tres chic handbags.

    Congratulations on branching out, Sidrah. May success follow you at every turn!Recommend

  • Azeem Shafique Baig
    Apr 4, 2011 - 12:41PM

    working well…. carry on …. yara
    ALLAH bless you Always………Recommend

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