LAHORE: Leisure Club, one of Pakistan’s first western clothing brands, entered the industry 16 years ago and has around 66 stores across the country today. The launch of its latest campaign, Made Of Pakistan, took place at the Mall of Lahore on February 20; the campaign, a proactive and patriotic platform inspired by what it means to be a Pakistani, and aims to “galvanise the youth to rise and bring about a positive change.”
“I strongly believe in the cause — it’s not about pinpointing the issues we have in Pakistan but about making a difference and changing our destiny,” says actor and brand ambassador Shaan Shahid. Model and actor Aamina Sheikh will also be endorsing the brand.
Leisure Club’s initiative seeks to combine the strength of business and fashion and devise a creative and simple call-to-action strategy with the goal of effecting positive social change. Their first attempt, titled One Million Smiles, aims to collect one million garments with the help of schools, universities, corporations and celebrities. These garments will then be recycled, washed, sanitised and repackaged before being handed to their partner NGOs Zimmedar Shehri and SOS Children’s Villages of Pakistan.
“We have named the platform Made Of Pakistan because we want to emphasise that we are the sons and daughters of this soil,” says Omer Chaudry, General Manager of Leisure Club. “We are Pakistan and Pakistan is us — any meaningful change that comes in our country, has to start from us.” He reveals that the brand will be initiating specific calls-to-action which will engage the youth and serve as a means to generate a positive change in society.
“We are thankful to all the individuals and organisations that have joined hands with us,” adds Chaudry gratefully. “We would like to invite everyone who is a believer to connect to our cause, commit to our ideology and contribute to a better future [of Pakistan].”
The launch also served to be the spring board for the premiere of the audio and video of an original anthem, Made Of Pakistan Anthem, by upcoming band Quadrum featuring Punjabi rapper Ali Kabeer (AK). The song is a first of its kind and uses percussions only along with vocals to deliver a strong, timely message; the lyrics sum up the current sentiments amongst Pakistanis.
“Don’t tell us what’s wrong with Pakistan. Tell us what we’re going to do about it,” is an excerpt from the song.
Ati Saeed, a band member of Quadrum says, “Not letting yourself become bitter and in return, inspiring those around you towards positivity, is what a real Pakistani means to be — that’s why I hold this campaign very close to my heart.”
Published in The Express Tribune, February 22nd, 2013.
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