INSTEP Magzine


instep profile Heirs to a fashion dynasty Feeha Jamshed and Rizwanullah take control of Teejay's After Teejay revolutionized fashion in Pakistan in the 1980s, there's been a long lull. Now Teejay's is back with a bang and their Eid collection is out in stores now! By Saba Sartaj K

Teejay's has been a highly respected name in the fashion industry since its establishment over thirty years ago. Spearheaded by Tanvir Jamshed , the style guru who had a vision to make fashion fashionable and accessable to the masses, Teejay's was one of the first fashion labels to launch in Pakistan. And it remains the only label that defined fashion for both the urban classes and masses, by making style affordable enough for the middle-income class. Even now, no label does that. Yet, fashion awareness is on the rise and even as the classes keep on buying overpriced designer togs, a greater number of urbanites are clamouring for clothes that make them look and feel better. The time has never been more right for Teejay's to make a comeback. Feeha Jamshed, Tanvir Jamshed's young and dynamic daughter (popularly known as Feejay) along with her good friend (she calls him 'brother') Rizwanullah are now taking this fashion legacy forward. This team of two are now the creative and marketing force behind Teejay's.

Having gone to school with Feeha, I remember her having a very unique and distinct fashion sense and style and would often catch her designing clothes for friends or having them borrow her clothes for various occasions. No question, therefore, arises in my mind regarding her creative abilities and brilliant fashion sense. She is also, after all, Tanvir Jamshed's progeny and fashion it seems, runs in the blood. Rizwan and Feeha have managed to put together their first retail collection for Teejay's, the Eid collection and it is a delightful assortment of cotton suits and kurtis. Curled up on a leather couch, with an earnest Rizwan by her side, Feeha explains the design philosophy and ideas she and Rizwan have for Teejay's come back.

"We're coming out with a bang next year. This Eid collection is a silent scream," says an enthusiastic Feeha, dressed meticulously in an elegant Kashmiri kurta and capri pants. The energy in the air is almost tangible when she and Rizwan walk into the room. One expects the same energy and enthusiasm to reflect in the clothes they make. "We are all about women who want to dress up. Our main aim is to make anything and everything women desire to wear. We will cater to all age groups be it young girls, working women, mothers, housewives, everyone. Our creations will have mass appeal and we're hoping they will bring out women's street culture in Pakistan. There is no street culture yet because there is no equal platform, in clothes at least."

It is very refreshing to see two young designers talking of creating equality and homogeneity in the local fashion scene that, let's face it, has turned into a circus for the elite. Feeha and Rizwan are both very conscious of the fact that a change of mindset is needed. Most designers cater to the upper class these days. They are just concerned with carving a niche amongst people who can afford their fat price tag and have no desire to promote fashion on the broader social spectrum. Rizwan and Feeha are in this for a different reason. They want to bring forward her father's philosophy and work around it. Their vision for Teejay's is the same Tanvir Jamshed had for it thirty years ago when he started out. It's all about catering to all classes of society and specially the masses. It's about getting fashion to the streets and making all of Pakistan fashionable. Now that is something to reckon with! Good quality clothes, creative designs and affordable prices is what Teejay's was, is and will remain all about.

"We want to dress people like Marina Khan, who are not necessarily beautiful, but what they do and wear makes them beautiful. Something ordinary women can relate to and afford to buy," added the very jazzy and fashion savvy Rizwan. Looking at the two one could tell how seriously they take their work. They both went to PSFD (Pakistan School of Fashion Design) in Lahore (though Feeha had always aspired to go to the prestigious Delhi Institute of Fashion Design but could not due to unavoidable reasons) for a year but had to come back for various personal reasons. They both knew they had the talent and flare and wanted to get cracking on their ideas as soon as they got back. For Feeha, it was always about Teejay's. At the mere age of 15 she designed for television serials such as Tum Hi Tou Ho a play by Atiqa Odho in which she dressed Marina Khan. She also recently dressed Marina Khan for The Gold Show for a local channel and designed for Saira Kazmi's play Kaisay Kahoon.

Feeha and Rizwan enjoy a great working relationship and bring in two different thought processes together. They enjoy each others sense of style and try and fuse them together to come up with a unique and interesting design and concept. Their designs are a subtle amalgamation of east meets west. Skinny jeans being a rage these days, they have managed to infuse the churidar pajama with kurtis giving the outfit a similar effect with an eastern twist.

"I was brought up in an atmosphere where everyone was level headed and down to earth. There were no airs about anything. Less meant more and simplicity was the way to go. This is what will reflect in my work as well. My father's vision is my vision. His concepts and philosophies are my concepts and philosophies and that will reflect in our work, but of course, with a fresh and modern feel," replied Feeha when asked how she conducts herself and her work. The idea is to cater to all age groups and stratas of society. Feeha pointed out that a lot of thought had gone into their shoot. "If you see our shoot, it has Marina Khan, Mahira Khan and Natasha. Marina Khan represents the older generation and Mahira and Natasha are the new generation. But when Marina wore the outfit that Mahira was wearing previously, it did not seem offset or unbecoming of her age. The outfit looked beautiful on both. The idea behind this was to show that our clothes are simple and elegant and at the same time young and fresh. They can be worn by women and girls alike. If you wear them with flat sandals its zen like and if you wear them with heels its glamourous."

The duo have used basic cotton with no embellishment, simple and affordable, in their Eid collection and will start working on their very exclusive couture line right after Eid which will be out sometime at the end of this year. They are also working towards getting into bridals but that will be a very subtle and private move. Their main concern will always be bringing fashion to the streets. To break away from the high end monotonous 'bling bling' is what they will always strive to achieve

"Pakistan and our religion is very simple. Bling is what India gave us. We should celebrate our culture and have a unanimous culture which is our own. The people of our country need to have a sense of identity. Our designers are taking the little that we have also away from us. They are disillusioning the people. Breaking away from all that will always be the essence and ambition of Teejays," says an emotional Feeha. For Rizwan and Feeha, the only competition they feel there is, is to live upto Teejay's (Tanvir Jamshed's) legacy and standards. That is what they feel they need to keep working towards.

On being asked what they will bring into Teejay, a fervently reverential Rizwan replied, "Our contribution to Teejay will be our hands, our feet, our age, our youth, our talent and everything else that comes in between. The people of Pakistan are ready for a change. We will give offer them that choice. Our job as designers is to show our creativity. We will make what we think will look good and people will come and see and buy if they like. People are very aware these days, even people on the street and they know what they want. They just need to see it's available and affordable. Teejay's will offer them that." Things seem to be really looking up for them. They are also working on wardrobes for VJs on various music channels and are also looking into other offers that have been made to them recently. It seems like they are already hot in demand and have their plate full. Teejay's styles have always been classic, in solid colors, and extremely elegant which is why they were all over television in the 80s. Most of their designs are available in a number of sizes which are flattering for all body types so there is something for everyone out there. As they say it, 'Teejay's has designs on you!' (and you always meant everyone.) Feeha and Rizwan,have a long way to go but equipped with overwhelming dedication, creativity and enthusiasm that they have, its easy to see a load of success come waltzing their way. After all, if there is a brand that commands loyalty in urban minds, it is Teejay's. Check out Teejay's new Eid collection on style section.