Broadening the HSY family

Master couturier launches limited-edition clothing line for the masses

KARACHI: Hasan Sheheryar Yasin (HSY) — or Sheroo, as he is commonly called within the fashion fraternity — has recently taken a break from his exclusive clientele to launch HSY Limited, a unique, budget-friendly clothing line meant for the masses. The new collection comes within weeks of the launch of HSY’s ready-to-wear online store, hsystudio.com.

In an interview with The Express Tribune, the acclaimed designer shared that he hopes to propel his brand on to a global scale via the e-studio. “We want to make our brand more accessible worldwide and make it easy for people to shop with us,” he said. “My clients from as far as the US, Norway and France can now place their orders online, completely hassle-free. E-commerce has become an essential part of every business these days and made our lives as a brand much easier,” he added.



What sets the studio apart is the incorporation of HSY Limited, which aims to bring the quintessential HSY aesthetic to every household. “It is a sub-brand which caters to women of all ages, from capricious teenagers to ambitious working women. The price has been set to start from Rs 3,000 so it is affordable for the masses.” The inspirations behind this are HSY’s fashion-savvy followers who are unfortunately, unable to own their own HSY outfits due to their exorbitant prices. “I want to make these people part of the HSY family by offering the same quality and aesthetic with a more appealing price tag.”

HSY lent his talents to the Telenor Bridal Couture Week (TBCW) earlier this month, where he not only showcased his latest bridal collection but also helped organise the grand three-day event. “It is always a great experience showcasing at TBCW,” he said. “Since we (HSY Events) also handle stage design, lighting and choreography, we have much freedom to play with our imaginations and stage the mood and ambiance for the entire event.” He has, evidently, had a whirlwind of a year, what with the launch of HSY Limited, his online and flagship stores and TBCW, but HSY bares no intentions of slowing down. “There are a lot more projects in the pipeline, some collaborations and some expansion of retail networks, etc. We will update all our fans as things develop.”

Published in The Express Tribune, June 22^nd,  2015.

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