Asif Merchant, who has carved a niche for himself in the fashion world, is a civil engineer and his passion for fashion kept his zeal to design alive. “I like designing, sketching, drawing, which started off as a hobby and turned into a real-time profession. It has definitely brought a cheer to me,” Asif shared.
Asif Merchant started his label in 1995 and since then there is no looking back for this designer. Asif has not attended any design school or college and trained himself in the field. Asif stated that he solely learnt the art of designing with experience. “Being brother of five sisters, I used to design outfits for my sisters, especially during functions.
Later, I engaged in a small job during my vacations, which helped me to earn a few bucks and appreciation. After that, I started full time and here I am,” Asif said. About Hyderabad style and fashion, he says, “Here we have a passionate and conscious crowd. I felt that it is the place to experiment wherein spending power is more. The clear-cut analysis over the place is a pat on my back to grab the chance to explore the market in this historical heritage city as well.”
“It’s an exciting day in my life as I unbolt my debut fashion boutique in this fashion-forward city,” says Asif. Speaking about his store in Hyderabad Asif shared, “What I aim through my collections, are not just creating beautiful aspirations, but also ‘surprise’ element that draws your heart to it.
For me, it was not just architecting a beautiful boutique, but a promise of ‘freshness’ our customers can fall in love with every time they step into this global appeal store. It’s all about what you love to imagine and wear them with coolness season after season.”
