Despite thriving in the market for three years and having 60 outlets across the country, the Western wear retail brand Breakout opened its first store in Karachi only recently. The outlet was launched amidst dance performances by choreographer Joshinder Chaggar and her dance troupe.
Breakout is a contemporary Western-inspired brand that offers menswear, womenswear, designer shoes, accessories and even a clothing line for kids — one can probably say it has something for everyone.
The brand was introduced three years ago in Lahore. “We literally started from scratch. However, it’s a success story, throughout. First, it was only Breakout and then came out Breakout Kids, which has specific collections for kids wear,” says Madeeha Raza, the designer for the brand.
Considering Karachi is a metropolitan city and the preferred choice for business minds to invest, it comes as a surprise that it took three long years for the brand to find a place in the designers’ hub. Raza, however, remains slightly ambiguous in her comment. “When a good opportunity came our way in the form of the Ocean Towers placement, we landed here,” she says.
Brand’s designer Madeeha Raza says that their prices are competitive with other local brands available in the market. PHOTO: PUBLICITY
Western wear seems to be gaining a lot of popularity among designers even though the masses may not relate to it as much. When asked what the reason behind launching such a brand was, Raza said, “Lots of people in Pakistan love to wear Western clothes. However, often it is not within one’s reach to buy such stuff, so Breakout was launched with that idea in mind. We still cater to as many people as we can and our prices are competitive as far as the collection goes vis a vis other brands that are surfacing in the market today.”
Apparently, the brand is targeting the brave and edgy shopper with hip and bright-coloured outfits. “It’s meant for someone who is brave and bold as far as dressing up goes and someone who can toy with bright colours. Our collection is for the hip and trendy youngsters of today. We plan to remain true to our style philosophy that is loud,” emphasises Raza.
However, like many other local brands, Breakout appears to fall short of the standard of quality and appeal set by international brands, making their way into high-end malls. Nevertheless, the brand aims to reach global success. “We aim to go global, but well before that, we would like to be placed in Karachi’s Dolmen City Mall,” she asserts.
Published in The Express Tribune, August 21st, 2013.