LAHORE: Local urban fashion brand Stoneage launched its latest campaign ‘Denim Forever’ along with a flagship outlet on MM Alam road in Lahore on Friday. With model-actor-musician Meesha Shafi and motorcycle enthusiast, adventurist Moin Khan of ‘A Different Agenda’ as their brand ambassadors, Stoneage comes with a new outlook and a very interesting flagship store.
Stoneage is a part of Crescent Bahuman Ltd, one of the country’s leading denim exporters boasting a clientele as versatile as Levi’s, Mustang, Bensherman and Xpress Ltd. They opened doors in 2004 as a denim brand at first, but later developed into a complete western-wear brand with a vision to empower the young with a fashion statement to emancipate and liberate, whether inspired by punk-rock, glam, funk or urban street culture.
The brand celebrated the launch of its new store with an interactive performance featuring the eclectic music by Charpayee. This local band is known for using everyday household items to make music. Charpayee used surfaces from the Stoneage store to create a unique custom soundtrack during their live performance.
“This new store symbolises a different philosophy that we intend to pursue moving forward,” says Babar Rashid Khan, Associate Vice President Stoneage. “We have moulded our desire to be fashion forward with a consumer first approach. The campaign, as well as the store, is an idealistic pursuit of championing our national heroes and the abundance of natural beauty found in Pakistan.”
What is interesting about the choice of brand ambassadors is that they exude the brand’s style personally. The rugged look sported by Khan translates very well with the simplistic feel of the men’s section, using recycled pipes, container metal and wood giving the store a really grungy yet eco-friendly feel; the spacious changing rooms created out of moving containers add character to the store. Step up onto the women’s section the entire mood of the store changes to a more vintage feminine touch. Meesha’s edginess translates well with the feel of the store and the new campaign. Khan along with ‘Denim Forever’ Stoneage will also be launching their Corporate Social Responsibility (CSR) initiative in November 2012. In efforts to launch his motorcycle foundation, Khan wants to use this to impart motorcycle riding lessons to the women of Pakistan.
“Made in Pakistan is something I long to hear, it just doesn’t happen anymore and when it does you’re usually sceptical about what it might turn out to be,” says Khan, “the CSR work planned for the following year with projects like empowering women by teaching them how to ride motorcycles, is going to help liberate Pakistani women and that just sweetens the deal.”
Published in The Express Tribune, October 22nd, 2012.
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