Fashion clique: DnF to launch their first outlet

Designer duo set to launch retail outlet in Karachi’s ‘shopping district’ confer their expansion, aspirations for 2015


Saadia Qamar March 11, 2015
Opening on March 27, 2015, the creative team plans to be readily present at their store to take customised orders and will be launching a womenswear line soon. PHOTOS: TAPU JAVERI.

KARACHI:


Success speaks for itself. Designer duo Deepak n Fahad (DnF) entered the fashion industry with promise and have suitably made room for their label, chiefly menswear. In conversation with The Express Tribune, the brains behind the brand, Deepak Kumar and Fahad Yaqoob, reveal their latest undertaking. Initially operating out of a miniature studio in Clifton, Block eight, the duo is stepping up their game and launching a store on main Zamzama on March 27.


The creative team plans to be readily present at their store to take customised orders, besides offering ready-to-wear men’s ensembles which will comprise western style shirt and formal, eastern-inspired men’s kurtas and sherwanis.

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Discussing the latest move to Zamzama, Kumar states, “We’ve been catering to our clientele from our design studio and we needed a bigger place to start a retail outlet and showcase our prêt collection.” Elaborating on the tedious process of expanding a fashion business, Yaqoob says, “All business decisions are mutually made by the two of us. We’ve been contemplating the idea of a bigger retail outlet for a while and we feel now is the right time to expand and highlight our brand.”

With a rapidly growing mall   culture in Pakistan it comes as a surprise that the two have decided to  open up an outlet in Zamzama. Yaqoob asserts, “The mall culture in Pakistan is very different and there are very few serious buyers in malls.” He continues, “Zamzama is considered the hub of designer-wear and the clientele we cater to prefer it as well. It’s a shopping district where people walk in with the intention to buy, whereas, in malls, people tend to mostly window shop.”

Already bursting with esteemed design houses, Zamzama might prove as a competitive environment for the outlet. But Kumar explains, “Success comes with healthy competition. One of the major reasons we’re opening up an outlet in Zamzama is because it’s Karachi’s designer district.” There are, however, multiple options for consumers to choose from, creating a challenge to cater to a wider customer base. Kumar clarifies, “We will be catering to our existing clients and are excited to cater to new walk-in customers as well. We are expecting sales to increase because of our prêt line.”



Outlining their future hopes and aspirations, Yaqoob says, “We have a lot of plans and we hope to go nationwide with stores in Lahore, Islamabad and other major cities in the country.”

This will be the designer duo’s first official retail outlet and they plan on reaching global heights Yaqoob says, “As they say, sky is the limit, may be we might be opening up international outlets soon. We are keeping our fingers crossed and hoping for the best.”

Yaqoob says, “The year 2015 is looking to be a very busy year. Besides the outlet, we are going to be a part of an international fashion event, i.e. Pakistan Fashion Week Doha in April where we’ll be launching our women’s wear line.” The design house plans on expanding to include women’s wear as well. “There is also a possibility of the FPW Autumn-Winter 2015. We are also planning to launch our exclusive bridal wear collection this year,” says Yaqoob.

Published in The Express Tribune, March  12th,  2015.

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