Almas is a brand synonymous with quality, affordable fashion. The products range from womenswear, menswear, footwear, accessories and more. Recently, we got our hands on their latest menswear collection tailored for Eid. The collection features fresh, vibrant coloured kurtas and waistcoats excellent for Eid this season.

According to Mujtaba Khan, the man behind Almas Almas, being a lifestyle brand, is gradually evolving towards a wider range of products. We’ve so far covered most apparel, footwear and accessory categories for both men and women, and are working on our kids line. Lahore has responded exceptionally well to our business model, and we can’t wait to expand to Islamabad, Karachi and other urban centres of Pakistan.”

What, according to you, is the top trend for menswear?

These days, with the humidity kicking in, one would imagine that the fashion performance of our gentlemen would be affected. Think again! I’m proud to say that it hasn’t scared our boys, and this Eid, the waistcoat reigns supreme! At A lmas, we’ve tried to craft our men’s waistcoats so that they comprise of only a single layer of organic linen with minimal lining and accessories making sure the garment is most bearable in these temperatures. Our men are NOT hesitant of a second layer on top of their kurtas as far as they look dapper!

What’s your tip for formal dressing for men this summer?

It’s a challenge and a half to dress formally in the summer. The best way forward is to acquire a bunch of button down linen shirts, in pastels to be precise. The key is to wear them with crisp tapered khakis, a pair of formal brogues, monk straps or oxfords. Make sure that your belt compliments those shoes.

Tell us a bit about the shoot and the collection itself.

When team A lmas sat down to brainstorm about the Eid-ul-Fitr eastern menswear line, the trick seemed to be all about working around the heat. Our first step forward was to collect fabric that felt like tissue. We precoured jacquard, chamre, cotton, linen & more. The idea was to blend together dull and bright colours as combinations. We used self embossed fabrics for slim fit kurtas which gelled well with pure white straight pants. Along with our waistcoats, kurtas and trousers, we’ve launched a wide range of footwear which is economical, durable and right on trend. We’ve used fabrics such as corduroy, denim, leather and suede to bring together this variety.

About retail; when will it be available and what kind of price points are we looking at?

Almas has been all about affordable fashion from day one. We’ve focused mainly on cutting costs and squeezing margins to bring out the best for our clients. Our kurtas start at 1700 rupees while our footwear starts at 1500 rupees only. The concept is to bring about a model that supports high street fashion for the masses. Given the condition of our economy, we believe in high volumes and low margins which work best for our end consumer. If you step into  almas with a 5000 rupee note, we promise you’ll be able to go home with a bit of change even after buying your entire Eid outfit.

Here is a look at the collection. Tell us what you think!

Written by Foha Raza
Assistant Editor.