I was always a fan of
deshi products including fabric, motifs, craftsmanship, and artwork. However, when I looked for something new to wear, majority of the times I did not like what was being offered in the market, and this very fact encouraged me to make my own clothes, said a determined Ahmed.
While we know that many designers are influenced by the ongoing trends because sales become easier, when things go viral, Ahmed swam against the tide. I never conformed to styles that were taking the world by storm. I only produced designs that the creative inside me found interesting. From the very beginning my thoughts and ideologies were to revive the old-age customs of the society, to revive artwork, literature etc., which people almost forgot with time. I wanted my fashion label to mirror the classic and the intellectual heritage of the world, reflected Ahmed.