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Sunday, 16 November 2003  
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Boys in the fashion business : 

Fashion design as a career option

Five young Sri Lankans who have gotten together to launch their own designer label, have decided to kick start their venture with an amateur fashion design competition for those below 25 yrs, especially targeting schoolchildren. On Dec. 19, winning contestants' designs will go on the ramp at a gathering of leading figures in the fashion industry. The Sunday Observer talked to the young entrepreneurs.

by Umangi de Mel



Left to right-Yanik Cooray, Careem Hilmy, Eraj Wijeyesekera, Naveed Zaveer, Senal Welgama

Poised to experiment in the latest dimensions that in turn will undoubtedly change the face of the fashion industry, five young 19 year old minds Yanik Cooray, Careem Hilmy, Eraj Wijeyesekera, Naveed Zaveer, and Senal Welgama who reflect ambition and vigour get down to work on a new theme, a new concept taking a gigantic stride towards the ever changing world of fashion and designing.

"Since Colombo's becoming very fashionable and everybody wants to be trendy, we thought of giving them a chance,' quips Eraj Wijeyesekera who kicks off the conversation. Coming from a very fashionable family background Eraj says that he grew up with stacks of fashion magazines lying all over at home and a busy mom who designed clothes to earn a name in the industry".

Giving a glimpse of his colourful visions for the future Eraj says that he and his four partners want to give themselves as well as other creative young people Sri Lanka a chance.

Opportunities

"We want to help those who are curious about their career opportunities especially the school goers and everybody else who is below 25".

They are a complete foil for each other. One is creative, one is taciturn, one is talkative, one sells words and images and the other gathers the assets and between them they combine technical, marketing and creative sides of the whole concept effectively. "We'll all be leaving Sri Lanka for higher studies soon but before that we want to start our own company "Know-inc" and launch the label called 'The Know'," Eraj says talking about his brain-child, the mens wear collection. "The idea has been there for sometime now. I'm not much into fashion and designing but I got inspired by my partners," Yanik the pilot-to-be says pointing at the rest.

Nineteen year old Yanik follows a degree in Aeronautical Engineering at the American National College and says he handles the marking and PR of their concept. "My mom has modelled a couple of years back but designing is not just my thing. But I think that local fashion industry is growing. We got good designers and there's future in the business." He says that their main goal is to find out if they got a tomorrow in the field. "Sri Lankan tastes have improved over the years since people have more time for other things and surprisingly we are not far behind the other countries where fashion and designing play a key role.

Looking quite casual and sounding quite confident about his words Yanik adds that nevertheless he believes that fashion has a time and a place. "It differs person to person but what you wear must suit the occasion."

Naveed, who studies at ACBT (Australian Centre for Business and Technology) says although his parents are not into fashion he has always liked new trends, "we are pretty fashionable you know ..... Sri Lankan tastes are improving people are open minded and they're more concerned about what they wear", he points out adding that new stuff catches the eye and inspires people to be "a la mode." "Actually your clothes talk of yourself" he grins.

Eraj takes his turn to talk about Sri Lankan fashion, "They go the extra step to look better and buy the nicer shirts. The locals are aware of what's new," he explains. "Sri Lankan kids have distinct styles and they have dress sense which is why the retail industry's happening. And we took the chance to use our free time to do something productive and give ourselves a chance to see if we could achieve it, " the guys claim that all five of them are pretty business minded and want to try to get their hands on the business.

To them designing is another form of expressing themselves, "There's a bit of a thrill in seeing somebody wearing your styles but since our society is not as broad-minded as we would want it to be dressing appropriately is pretty important," Eraj says. Explaining his reasons as to why he thought of launching "The Know" Eraj says that they found a big niche in Sri Lanka where fashion is concerned. " You don't find much shops that cater to our tastes or needs."

Heading his team with total confidence Eraj says that his mom was brave enough to back them up financially. Eighteen year old Careem Hilmy the youngest in the field sounds pretty ambitious when he says that he hopes to do construction management with real estate. Nevertheless revealing his passion for fashionable clothes he says that he's always liked branded clothes and accessories.

"Since the garment industry is booming, the rural economy is given a kick start and we thought of launching our own label. Sri Lanka is much better than what it use to be, people are more receptive to the idea that they should be more stylish. But at the pace that the fashion industry's moving, there won't be a time and a place for fashion because the boundaries get thinner and thinner, they'll wear whatever they want," he predicts.

Designs

Last but not least Senal Welgama the lawyer-to-be whose parents have never had anything to do with the fashion industry says that he may be 'pretty fashionable' but not have much say in it.

"Today there's a lot of TV channels showing the latest fashion and designs and people are more aware of it," and adds, "Our talents vary. Actually it's a blend and we are going to put all our efforts together to work this out."

The five smiling faces say that the idea is like a platform to know how it's like to work as a team. "Being flexible and knowing that it's not only one person's thinking that counts. We should be the trend setters," Careem adds that (Sri Lankans, should have their own styles and designs in the future rather than just imitating Paris or Milano, "we should turn the tables and make them take ideas from our stuff,") he says.

"We are still young and have these piles of big ideas and we dare to speak our thoughts. It's just our way but may be in time to come we'll learn to watch our tongue," Eraj says grinning.

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