ashion’s many frontiers have evolved over the years, wherever they have sprouted across the globe, and each space has come up with newer, bolder, and more experimental ways to express their craft. In Pakistan too, this has held true for most evolutions of style. We saw it with bridal wear, we saw it with pret, and more recently, we saw it with the mega-rise of fast fashion as it started spreading its roots almost everywhere.

However, one that has been slow to grow and experiment, despite a big number now making their name – and livelihood – from it, remains menswear. With brands few and far between who have gone beyond the hackneyed threshold, forward-looking menswear remains solely in the hands of a rather small number of designers.

And one such name – or should we say two – have been of the designer duo, Deepak and Fahad, who have never shied away from keeping experimental menswear at the forefront of their ethos.

“The brand was meant to be a space for us where we could show what we ourselves would wear,” Fahad Yaqoob, one part of the designer duo explained to Instep. “We knew rather well that it had to be beyond what was already happening in the market when we started off.”

And ‘go beyond,’ they did.

Marking more than a decade in the industry, Deepak and Fahad were perhaps one of the first few of the newer brood of fashion designers who weren’t shying away from being more about the quirk than about the subdued. Their very beginning was meant to be an eye-grabbing statement, and soon, showcasing collections such as those inspired by the Keffayah or one that spoke about endangered animal species pushed them to be the most talked about in the industry.

It only grew from there, and soon, the menswear market – along with the niche of groomswear designed by ‘DnF’ showcased their splash of experimentation. So much so, that over the years, the duo has found more success in their innovative ensembles for nuptials, making them an envy for many designers.

“You would be surprised at how many international orders and queries we receive about creating more quirkier outfits,” Fahad said. “There’s a huge Pakistani market all over the world who wants increasingly innovative choices when it comes to buying menswear. We always have them in our minds as well.”

Over the past few years, it has been the strategy of finding international clientele to cater to, that has kept the brand afloat during the pandemic which had many other designers closing shop. Deepak and Fahad, on the other hand, were able to continue their designing, which culminated in their return to the runway this weekend at the Bridal Couture Week with their groomswear collection, Jashn-e-Zindagi.

Over the past few years, it has been the strategy of finding international clientele to cater to, that has kept the brand afloat during the pandemic which had many other designers closing shop. Deepak and Fahad, on the other hand, were able to continue their designing, which culminated in their return to the runway this weekend at the Bridal Couture Week with their groomswear collection, Jashn-e-Zindagi.

Paying homage to what they have stood for – which has ultimately been being a torchbearer for fresher menswear – the duo showcased pieces that were experimental in nature once again. From ombré-sequined sherwanis that went from lighter embroideries to darker ones, to bringing a colour palette that kept it festive-focused with pastels and jewel tones, Deepak and Fahad knew exactly what would rile up the clientele in a good way. Perhaps, it is this pulse on knowing what the market needs that has kept them going.

“Our brand, since its inception, was one of the fortunate few to have received massive love from the audience. It had a lot to do with the fact that we were providing the market with what was needed,” the designer duo collectively opined. “Whether it was back in 2013, or today with Jashn-e-Zindagi, you would still see the spark of creating new designs and refreshing pieces in us. That can never change.”

It has been this streak of continuing to truly ‘never change’ that has made menswear a palpable space for Deepak and Fahad. But more importantly so, it has also helped many other halves of the industry, where the duo’s designs have been featured. Pakistani celebrities being a major part of it, as they sashay down the red carpet, wanting designs that would get the media talking. Thus, it has come to no surprise that stars such as Osman Khalid Butt, Mikaal Zulfiqar, Muneeb Butt, Danish Taimoor, Ahmad Ali Akbar, amongst others have selected the duo for their style statements.

Celebrities and fashion mongers alike have always opted for things that transcend normativity, which Deepak and Fahad have fortunately provided. It is a rare task for many, but for the duo it seems quite an easy job. One would hope this doesn’t end any time soon, as the industry still looks for people who have the same ideology in mind, and refuse to let the banality of life and modern-day fashion change their design philosophy.