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LET’S START WITH YOU. TELL US A LITTLE ABOUT YOURSELF – YOUR LIFE, HOBBIES AND DAILY ROUTINE.

 
I’m happiest when I am working. I wake up every morning, eager to get started and achieve more than the day before. Every morning begins with a long to do list and by the evening I am only able to cross off a few items. But I wouldn’t have it any other way! My work is my passion and my love. Though now that I have a stunning wife in my life, I am trying hard to achieve a life/work balance. Our marriage is too young for me to scare her off just yet! Lol!

PEPE + YOU + PAKISTAN – HOW DID THAT HAPPEN?

 

Since I began managing Vogue Towers, I have been eager to enter the retail market in Pakistan in a big way! With the promulgation of malls and multipurpose shopping centers throughout the country, it’s an exciting time to be in the retail market! Pepe was looking for a partner in Pakistan and I was looking for my first retail venture so I went to them with a very aggressive retail plan . Though I had no experience in retail, my passion and persistence made them overlook my inexperience. They finally decided to offer me the opportunity and to this date, I have been determined to make my mark in this industry, to make sure my next step is always bigger and better than my last.

WHAT DO YOU THINK ARE THE BIGGEST CHALLENGES THAT FACE AN INTERNATIONAL BRAND IN PAKISTAN? AND WHAT ARE THE BIGGEST CHALLENGES YOU’VE FACED IN LAUNCHING PEPE AND ESTABLISHING YOUR CURRENT MARKET POSITION?

 

I think most international brands in Pakistan struggle in creating the same level of demand as our local retail giants. Similarly, since Pepe is still very new to the Pakistan retail scene, the biggest challenge we face right now is to reach the right target audience and to offer them something so attractive so that #TheyAllWantPepe.

TALK TO US A LITTLE ABOUT MALL CULTURE IN PAKISTAN. EVERYWHERE ONE LOOKS A NEW MALL IS COMING UP. IS THIS THE WAY FORWARD FOR SHOPPING IN PAKISTAN’S BIG CITIES?

 

Retail is growing in Pakistan and the mall culture although still in its nascent phase is definitely the way forward especially in big cities like Karachi, Lahore and Islamabad. A growing number of shoppers now prefer a destination point rather than high-streets. It’s a race now to see who creates the biggest multi-purpose shopping mall and who has a better mix of brands all under one roof. I think the mushrooming of mega malls is going to revolutionize the shopping culture in Pakistan.

HOW DO YOU THINK PEPE FITS INTO THE LIFE OF THE MODERN URBAN PAKISTANI?

 

Gone are the days when every Lahori woman would be happy in lawn Shalwar Kurtas and men stuck to ironed chinos and button down shirts. Now it’s all about owning clothes that make a statement. Every modern urban Pakistani needs a perfect pair of jeans in their closet to keep up with today’s fashion needs. Pepe offers the biggest variety of denim in Pakistan and priced just right for an average consumer.

To make your jeans even more perfect we are going to start customizing them for you very soon! In addition, Pepe offers you the most edgy and on trend variety available in Pakistan of footwear, tops, shirts, t-shirts and accessories to pair with your Pepe Jeans and to stay up-to-date with all the latest fashion trends.

YOU’RE A SELF-CONFESSED SHOPAHOLIC. GREAT! WHAT ARE SOME OF YOUR LATEST BUYS?

 

I used to think I’m a shopaholic until I met my wife! You should definitely ask her about some of her latest buys. For me it’s more about the statement a piece of apparel is making than the brand name. I have always been attracted to brands that are edgy, eclectic and have a fun appeal to them.

HOW MUCH PEPE DO YOU WEAR? WHAT’S THE FAVORITE PEPE PIECE YOU OWN?

I’m a big fan of Pepe which is why I’m so enthusiastic about it. I think it’s safe to say, Pepe is the king of my wardrobe. I obviously have the trademark Pepe Jeans, the Hatch, the Lyle, the Finsbury and the Cash jeans.