In an interview published in the book, the designers spoke at length about their brand aesthetic and the changing dynamic of Pakistan’s fashion industry.
Founded in 1989 by two close friends Sana Hashwani and Safinaz Muneer, design label Sana Safinaz has come a long way since then, with various awards and accolades to their credit. The latest addition to the list of honors the brand has received is recognition as one of the 100 Best Performing CEOs & Companies of Pakistan 2018.
“It is an honour and a privilege for Sana Safinaz to be featured in the almanac 100 Performing CEOs & Companies of Pakistan,” they shared while expressing their gratitude to be on the list. “We are grateful for the acknowledgement of our hard work and dedication to our company since its establishment in 1989. We are very proud as Pakistanis to work with all the enterprising members of the SS team – a diverse group of people, many of whom are the promising youth of our country. A lifestyle brand, we love what we do and look forward to expanding our portfolio in exciting ways and forge ahead with new ventures.”
Speaking of the future of Pakistan’s fashion industry in the interview published in the book, Sana and Safinaz maintained that the future lies in retail, which is why the brand was keen to venture into retail.
“The industry is highly competitive in terms of design and consumer choice,” they explained. “Fashion is ever evolving and progressing, which is why quick reaction is the key. People are becoming cost conscious and value the efficiency of time. This is why the ability to buy a ready-made garment is so important.”
In a long, in-depth interview featured in the book, the designers spoke about the future of their brand, taking up leadership roles, retaining their employees and coping with challenges that come their way.
“The business of fashion is such that we must wear many hats, as we tackle challenges head on,” Sana and Safinaz asserted. “We are often called the Sana Safinaz Coaching Centre because we spend so much time, money and effort on training our employees. The essence of leadership is to help create an industry. The brand has to be bigger than the personalities behind it. Great leadership is all about putting the best teams together.”
