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Published
Mar 31, 2022
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Pakistani ready-to-wear brand Generation opens first store in Hyderabad

Published
Mar 31, 2022

Pakistan-based women’s premium ready-to-wear brand Generation has opened its first store in Hyderabad and launched its spring/summer 2022 collection ‘Bagheecha’ in-store.  

Inside Generation's new store in Hyderabad - Generation - Facebook


The new Generation store in located in Hyderabad’s Qasimabad district and the bright retail space houses the brand’s array of ethnic and traditional wear, the brand announced on Facebook. The store features natural wooden accents and a wide selection of Generation’s signature kurtas and sets. 
 
“Expanding into the bright beautiful city of Hyderabad was a very obvious choice, as we have a lot of loyal customers here,” said Generation’s founder and CEO Saad Rahman, The Daily Times reported.

“We are ecstatic to launch our store in the heart of this city, which is recognised for its history and culture. We intend to provide our consumers with the finest of our brand while immersing them in a real Generation shopping experience.”
 
The store launched alongside new collection Bagheecha which is the brand’s first zero-waste collection. Generation used the 'Pojagi' traditional Korean patchwork technique to rework surplus fabric from creating the collection’s garments into accessories so nothing was wasted.  
 
“Sindhi heritage has always been a great source of inspiration for us, especially when it comes to age old crafts like ajrak, ralli, and mirror work,” said Generation’s creative director Khadija Rahman. “It made all the more sense to be able to come to Hyderabad, a city steeped in lively culture, craft, and history. We wish we had arrived earlier.”
 
Generation describes itself as Pakistan’s oldest premium ready-to-wear brand. The label also recently collaborated with arts organisation the Daachi Foundation to hold an Arts and Crafts Exhibition in Lahore in Pakistan from March 26 to 27 at the city’s Expo Centre to celebrate traditional craft traditions. 

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