After dressing the A-listers of Bollywood and high society, designers Abu Jani and Sandeep Khosla have now trained their eyes on regular people. Their latest label ‘Asal’, which means real in Hindi, has been launched keeping in mind affordable fashion for people who have the taste but not the money to spend on a typical Abu Jani-Sandeep Khosla outfit.
Asal is the result of a long held dream of theirs to reach out to a wider audience. In their more 25-year-long career, they had many customers come up to them to tell them that even though they loved their clothes, they couldn’t afford it. The demand for the clothes existed since a long time. So, even as they reach out to a wider audience, the stores have been kept exclusive. As of now, they are retailing out of two stores, one in Mumbai and the other in Delhi. Only later will it expand into more branches and franchises across the country. The designer duo feel that NRIs would relate more with Asal’s collection than they would with their original label. The Asal collection includes everyday ready-to-wear options and a bit of occasion wear, and by mid-2016, a full wedding line will be introduced.
As the designer duo explain the new brand is about keeping things real so that people can buy their designs and not settle for a lookalike.
The duo’s forte lies in intricate embroidery and pure fabrics. Chikan work is, as they state, ‘their Birkin’. After establishing themselves in the fashion world, the duo have diversified into designing celebrity homes, airport ambience, red carpet dressing and accessories.