I was supraised to see a Pakistani based retailer in London’s Westfields.
It was wonderful to see a brand selling on trend casual Asian fashion in London. I loved the window display which exhibited four different kurtas/kameezs.
There’s diffinately a market for it and where better to show it off but Wesifields Shepard’s Bush. It’s a must visit for all you fashion lovers searching for quality casual Asain fashion.
Khaadi not only tailor make the garments but produce the hand woven fabric and hand stitch in Khaadi’s Pakistani factory. All their pieces have seen made with their target market in mind.
Established in 1998, Khaadi has rapidly become a phenomenon in Asian fashion. According to CEO Rehan Syed, Khaadi’s first choice for an international location was the UAE as it was closer to home, but seeing the huge Indian and Pakistani community in the UK, it felt like the right step to take. However, it is not just the desi community, but the British one at large that they want to target.
The rails are full of freshly smelling crisp cottons and linens with hand embroidered thread and stitching. The stock will be updated weekly, which is good.
Most of the clothes are kept well under 100 pound price tags. Kameezes are priced from around 50 to 70 pounds for the more dressy Khaadi Khaas range. Shirts and tunic tops are priced at around 30 – 50 pounds. Leggings are just under 15 pounds.
They wouldn’t fit into the category of cocktail or party dresses, I suspect Khaadi may have to adjust its cuts and go more mainstream yet to appeal to a wider market.
The quality is well known in Pakistan, but if I compare it to a local high street shop in England, it could be argued that this is higher end quality, than that of the mainstream off the peg type clothing. It is also unique in its style. The quality of the fabric is Khaadi’s biggest strength, with UK shoppers increasingly used to being sold cheaper mixed, polyester fabrics that allow for ease in machine washing in the quick pace of London life.
I must say they do offer a wide range of casual fashion in a modern and professional retail experience. It is diffinately worth a visit! Khaadi has brought Asian fashion into the mainstream UK market.
Sources: Tribune Pakistan & The News on Sunday Pakistan
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