Designer inspires Brands Just Pret to be socially responsible

The multi-brand store will donate portion of sales to breast cancer treatment and research.

KARACHI:

According to statistics compiled by worldwidebreastcancer.com, an average of one in eight women is likely to develop breast cancer above the age of 57. Considering October is the month for breast cancer awareness, local multi-brand store Brands Just Pret has decided to donate half of its proceeds to Shaukat Khanum Memorial Cancer Hospital & Research Centre. The campaign has been inspired by the story of a cancer survivor.

Designer Hira Omair, who houses her collection at the multi-brand retail outlet, was diagnosed with the rarest form of breast cancer earlier this year. According to her biopsy reports, she suffered from metaplastic carcinoma — a form of breast cancer that occurs in only five per cent of breast cancer patients in the world. Instead of radiotherapy, Omair decided on removing her entire right breast to prevent reoccurrence. Currently, she is undergoing chemotherapy in Karachi.

“I found out about this lump while I was participating in Karachi Fashion Week back in January. However, I only went to the doctor by April and it got a little delayed. Nevertheless, I am on chemo now and the first four days after the treatment are terrible. I can’t cook for my family nor am I able to work on my designs. I rely greatly on my husband and my family,” says Omair. “One really needs to show courage in such testing times and have faith in God. It is only then that this pain becomes bearable,” she adds. Struggling with the disease and chemotherapy, Omair also shares that she works a week in advance for her collection because post-chemo, her movement is restricted.

Her story has inspired entrepreneurial minds at Brands Just Pret. “Ours is an independent cause. We decided to give half our share from sales to this hospital but our inspiration for it comes from Omair, who is currently fighting against this disease. We have dedicated this to her,” says Somaya Adnan, co-founder of the multi-label store.

Brands Just Pret has about 107 designers under its label with four outlets — two in Karachi and one each in Dubai and Abu Dhabi — which means a substantial donation can be given to the hospital. According to Adnan, the amount will also include shares received from their estore.

“The treatment is costly and lengthy. Cancer is as common as the flu nowadays, so I urge people to employ a balanced diet and healthy lifestyle,” asserts the 28-year-old designer.

Published in The Express Tribune, October 29^th, 2013.

Like Life & Style on Facebook, follow @ETLifeandStyle on Twitter for the latest in fashion, gossip and entertainment.