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.
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.
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.