With summer flaring up in the heat, the need to wear comfortable and sleek clothes has never been higher. While flagrantly high priced lawns might not survive this season, to pep up your look the easiest answer is to find tops that help you style an everyday look. With Eid right around the corner, ladies are in search for a one-stop shop offer. With this aim in mind, a new fashion brand, ‘Craze’, has been launched in Pakistan, in Lahore. The brand has been introduced in the country by entrepreneur Zeeshan Habib. The brand’s flagship store features the CRAZE Spring/Summer collection of premium high street and casual wear for women. I have had a chance to visit the outlet, and there are many pros and cons to their new store and collection. There is a dearth of fashionable choices when it comes to high street fashion. Apart from a handful of overly priced fashion brands in malls, there are not a lot of options. The brand is renowned for their high quality workmanship, and specialises in creating stylish and fashionable apparel including shirts, jackets, jeans tops etc. Craze’s first store in Pakistan will first feature the brand’s lines of sophisticated women’s wear – perfect for day wear, office meetings, or high street fashion. The best thing about the store is that one can find stylish attire with matching clutches and shoes under one roof. While speaking to the owner of the store, I particularly asked about the name ‘Craze’, to which Zeeshan answered with a smile, “Well we all know that fashion requires some passion to follow and creates a sense of craze in us, so I want to keep that unique element alive when it comes to naming the brand.” Talking about the collection, he said, “We are delighted to introduce our brand in Pakistan, aimed at professionals and those who have a meticulous taste for stylish clothing, which is diligently tailored. The brand’s apparel is made from a variety of luxurious and carefully woven fabrics, with tailoring that ensures every item of clothing fits perfectly.” Customer relationship is of immense importance and holds the key for the team at the brand, and they are willing to take many steps forward to achieve complete satisfaction of the buyer. In this regard, they have introduced customised fittings rather than the usual small, medium, and large measurements. Keeping all the positive aspect in mind, I believe that the store has put more focus on Western wear instead of Eastern, and when it comes to Eid, we all want to go for the traditional styles. Since they are new in the market, they will take time to grow, eventually, with the passage of time. But for the time being, the focus should be on the demand of the public. Published in Daily Times, June 14th 2018.