3D printed fabrics: A new angle

The launch of Shamraf’s flagship store brings forward a new concept.

KARACHI:

When you enter the flagship store of Shamraf, you would confuse the mannequins wearing its quintessential 3D printed fabrics for a beautiful painting hanging on a wall. The confusion may be partly due to the fact that this is the first time any textile brand has used 3D digital printing on fabric in Pakistan. Shamraf, a designer fabric brand which opened its doors in Dolmen Mall in Clifton this Monday and a pioneer of 3D textile printing, has incorporated this trend in its new chiffon-georgette collection.

What’s the cost?

With 30 digital designs and 115 embroidered designs in chiffon-georgette collection on display, the prices for an unstitched suit start from Rs8,800 and go all the way up to Rs18,000 for a two-piece suit. On the other hand, stitched pieces range from Rs11,000 to Rs 20,000.

However, what stands out the most from the collection are the silk scarves with digital prints ranging from Rs1,800 per piece.

What is 3D textile printing?

In the words of Javed Vohra, the CEO of Shamraf, “Whatever the naked eye sees, the exact same gets produced and printed on the fabric. It is more like a digital photographing technique.” He calls this unique effect of colours and shades captured and produced on the fabric as, “What you see, is what you get.”

Regarding the textile industry, Vohra believes, “Old techniques and prints will die out soon which will eventually give way to novel textiles and prints”.

International inspiration

Although the concept of 3D prints may be new in Pakistan, it is an old one by international standards. Designer Jiri Evenhuis with Janne Kyttanen from Freedom of Creation, were the first two to toy with the idea of using 3D printers to create textiles. With 3D textile printing, there is no need for needle and thread.

The cons

Despite the innovative textile technique and gorgeous prints on display, one has to note that the Shamraf outfit doesn’t come cheap. It is priced way above the regular prints retailing at exhibitions. It also doesn’t help that the fabric is extremely sheer and cannot be pulled off without a chemise or camisole.

However, none of this dampened the excitement of the customers at the store. Case in point was Samreen Javed, who happily said, “It’s a new designing technique so it will be expensive. As far as wearing chemise is concerned, we already do that with most of our lawn outfits.”

New directions

Shamraf already has its presence in Karachi’s Zamzama Commercial Area, but its new store in Dolmen Mall asserts their confidence in the competitive and growing market of Karachi. On the assessment of their target consumers, Vohra says, “Customers are always looking for something new and innovative.” Keeping this philosophy in mind, the brand has planned another store for the Tariq Road area in Karachi.

Published in The Express Tribune, February 8^th, 2012.