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 need for a simple necktie took him to Italy where he trained and returned with an ingenious approach to reconstructing this basic accessory. Suddenly ties were no longer boring or stereotyped; the image metamorphosizing from the severity of formalwear to the emancipation of the modern day man. 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. This path, relatively unknown at that time, had taken him from strength to strength to the international fame which he has achieved today.
Adnan began researching the different dimensions of his newly found passion and in 1994, at a close friend’s wedding, realized that fashion to him would not be about modernizing culture but more about making one’s identity universally acceptable. 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. His is the largest enterprise of designer clothing in Pakistan, creating a retail and manufacturing structure that can rival an international competitor. His line of porter is available in Pakistan and Dubai. His exclusive couture, especially highly ornamented traditional grooms wear, caters to an important list of clientele.
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!”