KARACHI: Ideas by Gul Ahmed, Pakistan’s leading high street retail brand, has just introduced a new western wear line to its gamut of high quality pret, SALT. One of the foremost brands of premium pret on the Pakistani high street, Ideas continues their pioneering approach to ready-to-wear with this new initiative. SALT introduces quality western separates in a range of contemporary silhouettes at affordable price points. SALT’s first collection includes breezy, wearable summer separates in chic styles that channel international trends. From trendy daywear to elegant tops for eveningwear, SALT’s range is stylish and tasteful exuding a subtle hint of luxe of the best high street brands. From neutral tones to understated prints, the collection is perfect for mix-and matching for a sophisticated all year round look. SALT’s groundbreaking approach is yet another aspect of Ideas’ commitment to offering stylish, quality pret to their customers. Whereas local manufacturers often produce collections for international high street brands, Ideas is the first to bring fashion-forward, superior western separates directly to the Pakistani market. SALT brings the design philosophy of the international high street to Pakistani customers at locally affordable price points. Sharing the philosophy behind SALT, Mr. Ziad Bashir Executive Director of Ideas commented, “Ideas is deeply committed to high quality, accessible fashion and SALT is a natural progression for the brand. It brings the quality and style of international brands within the reach of younger, fashion-conscious customers. Our state-of-the-art technology enables us to adhere to the highest standards without raising prices, while our talented design team interprets the best international trends. SALT makes wearable, chic western wear available to a wide customer base.” SALT’s first collection will be available at all flagship stores of Ideas nationwide from 3rd of August. 2017 Founded in 2005, the Ideas by Gul Ahmed is a premium pret retailer best known for their elaborate digital prints and exceptional quality. The SALT label maintains the high standards of quality fabric established by their renowned parent brand, Gul Ahmed. One of the first high street brands to offer the convenience of pret, Ideas by Gul Ahmed is a household name in Pakistan. The brand has over 70 stores all over the country, located in prime shopping locations in most major towns and cities in Pakistan. Published in Daily Times, August 6th 2017.