1990 saw the evolution of men’s fashion in Pakistan when Amir Adnan, a business graduate by profession, stepped out to realize his own individual style, at the same time translating it to the demands of a frustrated market. The new image of the tie spoke for a new era of menswear in Pakistan. Packed with insatiable desire to design, Amir Adnan was charged with an energy to revolutionize mind sets and stimulate the senses of the modern eastern man. In 1992 he designed his first range of italic jeans, conventional denims block printed with a hint of ethnicity, and launched them in America. The juxtaposition of two seemingly heterogeneous cultures set the international market on fire, giving Adnan his cue to venture up the same path. His mission was to revive the Sherwani, the traditional long coat, which was buried with the lords and maharajas of yesteryear. The modern day man had adopted the western three piece suit as the only acceptable vision of grooms wear and Adnan had vowed to change that. He had the vision to see that it was our indigenous craft and attire which would help us make it to the international map of fashion. Today, almost a decade later, Amir Adnan’s design philosophy has evolved clearly, marking itself permanently on the map. Answering to why Amir Adnan is considered Pakistan’s first International Menswear Label, he humbly replies: “When I create a Kurta, a chemise or even a shirt, I think of my man wearing it at a formal dinner hosted at an International Convention in London or at a warm family gathering at Eid. I see him using it with the same ease and aplomb. I take exquisite elements of our culture and synchronize them on modern silhouettes-while ensuring that the price points back at the product!”
There is a SHAH in every man who feels like a prince walking down the isle to his coronation. “Shah Zadeh”, is a collection meant to put that excitement in your modern day life.