HSY inaugurates flagship ready-to-wear store

Hasan Shehryar Yasin knows retail is the future of the industry; he launched his first retail store.

LAHORE:

Hasan Shehryar Yasin marks his 20th year in the fashion industry by opening his first ready-to-wear retail outlet at the Gulberg Galleria in Lahore. Long gone are the days when mega designers could operate out of their houses or just small studios. Retail is the future of the industry and it has become all about accessibility and sustaining the brand’s design ethos.

The new retail outlet has three distinct sub-sections catering to different needs of the clients. With a separate section for menswear, the HSY store has his pret line along with his formal luxury line available.



“All of us at HSY are delighted to expand our retail presence to Lahore’s most prestigious retail address,” says Yasin at the launch, “Indeed with this new ready-to-wear store, all our pret collections showcased regularly at fashion weeks in Pakistan and globally will be made available immediately after their runway showcases, instead of only being available to order at the HSY studios.”

He goes further on to add that the vision of this store is ‘Giving is the New Achieving’ by allowing the brand to be more accessible. What was great to see, though, was how the design house’s latest collection Sher, showcased at PSFW 2014, is already available and on the racks. Yasin went into speedy production, to ensure that his collection does not get stale and is available for his clients immediately.

“The collection in store features indigenous embroideries, fashioned by the female artisans of the village of Shergarh,” says Yasin, “I am also looking forward to what we have planned ahead for 2014, with the unveiling of an exciting new television projects, more cross brand synergies and building on our ethos of giving back to Pakistan through the business of fashion.”



HSY is best known for combining contemporary silhouettes with traditional techniques. The brands inspiration is distinctly Pakistani and Middle Eastern, peppered with western influences. His latest collection Sher stands testament to his love for Pakistan and empowering the women of the country.

Capping the prices at Rs100,000 the brand works at making the brand as accessible as it possibly can, with menswear kurtas starting at Rs5,000.

Published in The Express Tribune, April 28^th, 2014.

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