The collection is for men who are not into frills and overly-embellished kurtas, says business director Aalia Jafar. PHOTO: PUBLICITY
KARACHI:
Making repeated trips to overworked tailors is not a leisure pursuit for anyone, be it women or men (although women, undeniably, have more patience).
With ready-to-wear clothing available at affordable prices, shoppers are gradually shifting to this trouble-free option. The label Sheep, which launched in 2010 and specialises in women’s prêt wear, is now entering the menswear domain.
Just like the brand’s women’s line — which can fluctuate between affordable and slightly pricey — its menswear collection Sheep Man (don’t roll your eyes, guys) is not really at par with market prices.
At first glance, the collection is simple — straight men’s kurtas in two-toned stripes or bright, solid colours. The fabric is soft and the buttons simple, but the test lies in how long it will last after multiple washes.
The label’s business director Aalia Jafar describes the ready-to-wear collection, which currently comprises kurtas. “The Sheep Man collection is made of 100% linen which is a high-end fabric. It comprises sharp, structured kurtas.”
She feels the line is “clean and uncomplicated”, and suits the needs of the modern man who is not keen on frills and overly-embellished kurtas. “We believe well-constructed styles are the need of our customers and no one in the market is [currently] offering them.”
Jafar is right in saying that the collection is for the man who enjoys “understated luxury”. But we are not sure if her claims that men who have a taste for “the finer things in life” will opt for these kurtas. With Rs 4,250 as the average price for a kurta, Sheep Man isn’t offering something out of the box. Jafar continues to describe the target audience for the collection, which was launched around Eid this year.
“The target audience is the urban Pakistani man. He is bold yet grounded, quality-conscious and wants the best out of life. He is a change driver.”
She adds that the brand will cater to both conservative shoppers as well as those who are young at heart through an array of colours — soft as well as bright shades along with stripes. “Colours will vary as per season forecasts and trends.”
Although Sheep has four outlets across Karachi and one in Lahore, the Sheep Man collection will only be showcased at Dolmen Mall in Clifton and Mall 94 in Lahore. In the near future, the brand plans on expanding into casual wear and accessories for men as well, informs Jafar.
“We strongly believe in listening to our customers and their needs,” she adds, when asked whether the customers should expect sherwanis at Sheep soon too. “If we feel there is something our customers would value and appreciate, we will introduce it.”
Ultimately, the success of Sheep Man will boil down to the product it is delivering. With an average kurta priced higher than retail brands such as Junaid Jamshed, Khaadi, Gul Ahmed and Bonanza, it needs to offer more than just something basic to attract consumers.
Also, the title ‘Sheep Man’ is not a clever marketing gimmick, as some on social media have already branded it as “one of the biggest fashion branding disasters in Pakistan” for coming across as awkward.
Cost
Rs4,250 at Sheep
Rs3,000 at Bonanza
Rs2,785 at Junaid Jamshed
Rs2,200 at Gul Ahmed
Rs1,500 at DnF
Is the average price of a men’s kurta
Published in The Express Tribune, August 20th, 2013.
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