Concept 2015: Trendsetter of men's wear:
Showcases fashion choices
He is a man with a vision. He is the epitome of a gentleman:
talented, insightful, dignified, humble-and far from simple. He's the
style guru to most recognisable faces in the country.
Having started his career in the tailoring and fashion industry
straight out of school, there were many he looked up on to learn the
beautiful art he has now mastered, one of whom being his father and
grandfather who he deems his mentors. Having overcome many obstacles
Fouzul Hameed, the moghul of menswear in Sri Lanka established the name
Hameedia which one could call as the one and only menswear brand making
a name of its own.
The Concept 2015 show was set to further enhance the Sri Lankan men's
fashion arena and uplift the FH brand to international standards. The
Collection which was showcased at the event es over 60 years of
tradition, know-how and expertise .
'Concept 2015' was my dream. I always dreamed that every man should
be a gentleman. I believe that a should be a man in the truest sense of
the word. .
The 'Concept 2015' show revolved around that ideal. The way someone
is dressed defines their personality and this show is all about
showcasing the extensive range of clothing that we create for men.
It's all about showing men that their clothes need not be rudimentary
and discreet, the show helps men realize that they can make great
fashion choices for every occasion," talking to the Sunday Observer,
Managing Director of the Hameedia Group, Fouzul Hameed said. Concept
2015 and his life as a trendsetter of Sri Lankan fashion industry.
Excerpts: of the interview
Q: First of all if you can talk more about the recently
concluded Concept 2015 and its purpose?
A: It's an exercise to take exclusive FH menswear to new
heights and it's the second edition of annual 'Concept' show. Concept
2015 showcased nine Collections, which include the Blue Story, a Printed
look, Denim look, Italian look, Indoor Western look, Fusion look, Formal
look, Power Dressing look, and Ceremonial look. Most of them were
inspired by European architecture and the colours of nature, the show
was forecast fashion trends a year in advance, allowing men to be more
aware of the trends they need to lookout for and use to dress for
'Concept 2015' was not only a fashion forecast but it's with the core
value of the Hameedia Group, which is serving society. Therefore
'Concept 2015' featured a variety of fundraising initiatives. Many
strategic partners joined our fundraising efforts this year by
supporting this event and all proceeds collected via 'Concept 2015' is
channeled towards the 'My Friend' project, which helps to educate
underprivileged and marginalized children across the country. The
Captain of Sri Lanka's National Cricket Team, Angelo Matthews, is a
trustee and ambassador of the 'My Friend' project
Q: Hameedia came a long journey in the apparel industry since
1925. If you could recall how Hameedia evolved into the current position
in the industry?
A: It's a family business, my father took over the business
from my grandfather and at that time my grandmother sold a piece of land
and gave the money to my father to develop the business further with the
vision to looking after the poor people of the village. Still the same
motto is carried by the company.
Q: Was that a conscious decision that you made to step into
the fashion industry when you were young?
A: No it was not. I had to choose this as my career path
because I didn't have any other choice.
Before I joined my father's business, I tried several jobs but none
of them worked for me. However, I always had a dream to make a brand of
my own. So I think god showed me the correct path to achieve my dream.
Q: Talking about Sri Lankans, as a nation do you think we are
A: We are getting better due to internet and various other
social media networks. Although women are quite keen on their fashion
trends, men are quite opposite to them. However things are getting
better and compared with those days, today there are a lot of men we see
who pay a lot of attention on their clothes and fashions.
Q: What is the magical formula for your success?
A: I always want to cater the best for my customers. I never
believe in making money through lies. That was the first lesson that I
learnt from my mother when I stepped into the business and I'm strictly
following her lesson throughout my career.
Q: Are you a believer?
A: Yes I'm. I respect every religion and I believe that if a
human doesn't follow a religion we are equal to animals. All the mess in
this world is due to not being believers. We are full of ego and do not
care about other's feelings.
Q: Do you have a role model in life?
A: My mother is my role model. I learnt a lot from my father
who's no more with us. But I consider my mother as my role model because
even though she has never been in school, the lessons that she taught me
from her life is mesmerizing. The biggest lesson that I have learnt from
her is the simplicity of living.
Q: As you have visited many countries in the world, which
nation influenced you the most?
A: I love Japanese who are honest. I I learnt a lot from them.
Also I learnt a lot on fashion things from Italian people.
Q: What was the hardest decision that you have taken in your
life so far?
A: Fantastic question! Fifteen or twenty years ago we used to
buy lot of materials from third parties. Lot of retailers cheated us by
selling cheep stuff claiming that those are branded materials. I too as
not so experienced and bought and sold cheap stuff for years assuming we
were selling number one quality goods. With foreign exposure I realised
those were fake.
The hardest but yet wisest decision that I ever took in my life was
to deal directly with foreign suppliers
Q: What's the motto in your life?
A: Work hard, earn well and do best to society.
Q: Being a busy businessman, how do you manage stress?
A: I actually enjoy the stress. So I love to have a little
stress all the time. I play soccer every other day and exercise which
gives me a balance to life. Most importantly I pray, which heals my
Q: What is the most advantageous quality which is associated
with your character?
A: I think I'm quality conscious. I think it is quality which
drove me to this level in the industry.