SRINAGAR: It is the Pakistani ethnic wear, which is drawing people like ‘bees to honey’ with huge number of people this Ramadhan purchasing Pakistani designer brands.
From the traditional shalwar kameez for women to kurta pajamas for men, more than a dozen of world famous leading Pakistani designer ethnic brands are on sale that include: Junaid Jamshed, Bareeze, Chinyere, Working Woman, Kayseria, Leisure Club, Shahnameh and Urban Culture, Pakistani fashion suits: stitched and unstitched, floor-touch embroidered apparels, bridal collections, kaftans and other sort of Pakistani fashion ware for women.
Traders who deal with the business say that the Pakistani dresses are always in demand but in Ramadhan, sales pick a boom. “A huge number of local as well as tourists throng the stalls displaying Pakistani designer brands in Srinagar,” says a dealer.
In old city Srinagar, shops are filled with Shalwar Kameez, Peshawari sandals, Pakol caps, Sindhi caps, and replica of famous designer brands like Gul Ahmad, Sana-Safinaz, etc.
“These are the top brands in Pakistan and people around world like these brands. So, we decided to introduce them in Kashmir as well and to my surprise it has an amazing acceptance,” says Irfan Ahmad who runs a boutique in Khaniyar area of Downtown.
He said that they have garments for both men and women with an aim to be the market leaders for providing customers with the best quality and incredible Pakistani collection.
There are varieties expensive as well as affordable available in the market. “Some brands are very expensive and we have a particular customer base for them but for the middle range we have products like Dawood Lawn, Classic and Lala suits that are very affordable,” says another dealer.
He adds that the price tag for mid-range starts from Rs 1,000 to Rs 2,500.
While pointing out to a dress, he said that the fabric used for the dress is Crinkle Chiffon and the embroidery style that is followed is hand embellishments on the neckline, front motifs, sleeves and border. “It costs Rs 20,000. We have many expensive designer wears as well,” he added.