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08 - 14 Sept, 2012
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Modern Traditional Wear
Amir Adnan talks about modernising the sherwani

Among fashion circles, designer Amir Adnan has been credited many times for giving the sherwani, a glamorous twist. With a client list that includes the local elite, statesmen, Middle Eastern royalty and Hollywood celebrities, he recently showcased his Eid collection in Dubai, which is now on sale in the UAE.

You've done couture, a diffusion line and a business-wear line. Where do you want to take the Amir Adnan brand next?
Every day I come across a number of men who need to establish an identity of their own. These are high achievers in their own fields of work and now need to look their part. They require appropriate clothing to establish their personality and create an impression which commensurates with their success. Seeking image consultancy from a designer is as important as seeing a doctor when you have high blood pressure. A perfect wardrobe is as important as medicine or the right fleet of cars or the correct brand of watch or the right address. Hence, image consultancy is what we are offering as our latest product. From being a successful business person or a high profile executive to heading a country, all men need to wear the right kind of clothing.

Which line has been the most successful?
We are most known for the revival and modernisation of traditional clothing like the sherwani and variations thereof. My philosophy is to design for high achievers and successful people and the best line that encapsulates this is couture, which is specially designed to suit the personality of my clients. The South Asian man is becoming progressively more prominent in the world and therefore needs an image which will subtly distinguish him from the rest.

Who is your target customer?
South Asia is a huge market and a lot of people around the world interface with it. This automatically rubs off its cultural influence onto other regions, just like how our spicy curries and chicken tandoori have become popular in the West. Similarly, our clothing styles will also make headway into mainstream fashion. Hence, men over the world who interact with our region are my target clients.

Do you think you're limited to mostly an Asian customer base with your couture and diffusion lines?
Diffusion of style is inevitable with strengthening and prosperity of a region. It is a natural process. I just need to be there with the right interpretation for people to register my philosophy. Dressing up people like Jermaine Jackson and his wife Halima, by Huma Adnan is a prime example of this movement. I had also introduced block printed jeans into the American rock bands. We continue to expose our clothes adapted to the Western culture so that it is easy for them to accept.

What does one have to do to take the sherwani international?
The sherwani is simply an elegant and a more elaborate version of along coat which is already present in almost all cultures. The only difference is that these long coats are not too common now, but fashion is cyclical and soon the time will be right for the sherwani to be the hottest men's essential garment.

You started in 1990. How have you seen men's fashion evolve over the years?
When I started, men had accepted themselves as machines who were only supposed to earn for their wives to spend. It was taboo for a man to spend time and money on himself to look good. He honestly did not even have many options. I started designing ties for myself for sheer non-availability of the product. Once people saw me wearing vibrant accessories, the frenzy to own such ties caught on like wildfire. Men had woken up and a new trendy male came out who was not shy to explore. My trick was that I designed for myself as a client, which kept everything within a certain boundary of practicality and wearability.

What are your future plans?
The house of Amir Adnan is continuously evolving. We are planning to extend our clothing philosophy into other regions like India, Sri Lanka and Turkey. Home-ware is another region we are looking into. Working with a group from an impoverished village near our factories, we are converting our rags into beautiful rugs again incorporating the crudeness of unharnessed talent so abundantly available in our region.

Do You Own A Sports Watch?
Whether you're an avid athlete, a rugged outdoorsman or a weekend adventurer, the world of men's sports watches has a watch to fit any activity. Now, these watches do far more than just keep time. They have been designed with your adventures in mind. You can explore the depths of the darkest cave, go for a Be Specificswim and track your best marathon time, all with the same sports watch. Watch connoisseurs or collectors may have drawers and drawers of men's watches for different occasions, but there really is no reason to have more than one sports watch if you choose one that can be used for all of your favorite activities.
The selection of men's sports watches can be quite daunting if you don't know the functionality and special features you should be looking for. So here are some aspects that you should be on the lookout for before buying one!

Be Specific
If you are familiar with the world of men's sports watches, you probably already have certain features in mind that every watch should have. However, there are no two watches that are exactly alike.

Functionality
FunctionalitySports watches are designed to complete certain tasks, like keep dual time, split time functions and more. If a watch is labeled as a chronograph, it should also be equipped with additional counters: 30 minutes, 1/20th of a second, etc. These dials are located on the face of the watch and are perfect for timekeeping and stopwatch functions. Water resistance is a key function for a sports watch. Be sure to note, however, that water-resistant and waterproof aren't synonyms. The depth of water the watch is immersed in can measure water resistance; most can't handle over 200 meters. If you are looking to scuba dive with your watch on, look for one that has an ATM (atmospheric pressure) rating of at least 20ATM (or 200 meters).

Features
Of course, timekeeping functionality is key, but a few features on the side make the best sports watches stand out from the pack. Around the rim of many sports watches you'll find a tachymeter, a scale used to measure distance based on speed. This feature is essential for runners and sailors. People also love Featureswatches with luminescent hands or a night mode that allow you to view the time even in pitch black darkness. Date calendars and shock resistance are two more features that are quite popular.

Appearance
Sports watches are packed with functionality that could make the watch Appearanceseem bulky, but the best men's sports watches are sleek in their design. Those with a stainless steel case, a black face, and rubber or stainless steel bands are highly recommended. This style of watch seems to lend itself to sporty appeal while still looking expensive and refined.

Help & SupportHelp & Support
Men's sports watches are equipped with dual alarms, tachymeters, stopwatch functions and more. If you've never used such complex functionality, a good help and support system is essential. Look for a sports watch that comes with a comprehensive user manual as well as online support. Watches of this caliber will need to be serviced often, so a service center finder and a stellar warranty are must-haves.
Start your next adventure equipped with a men's sports watch. The best watch in the lineup are decked out with the best functionality and features available – sure to make your next escapade, whether it's running, hiking or diving, one to remember.


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