In Conversation with Asim Jofa | Billboard Pakistan
Asim Jofa is an award-winning designer who is here to stay and made his mark in the fashion industry. Asim is not only a designer but also has roots in the field of jewellery, construction and food business. He's a true definition of a workaholic.
Asim Jofa is an award-winning designer who is here to stay and made his mark in the fashion industry. Asim is not only a designer but also has roots in the field of jewellery, construction and food business. He’s a true definition of a workaholic.
Asim Jofa runs a premier fashion brand. Being the brains behind a huge fashion outlet, he has, for sure, shown us some amazing collections whether on stage or in stores.
We had the honour to interview Asim Jofa after the lockdown and talk about his PPE suit initiative during those challenging times. He showed his care and concern for all the frontliners who are still working hard to fight COVID-19.
1. How did you get into this field of Fashion Designing? Have you always been a creative person?
Ans. My forefathers were in the jewellery business, which gave me a fine eye for detail & appreciation for the craft. It grew into my passion and I started delving deeper into the field of designing. This led me to step into the fashion industry.
2. During COVID-19, you took the first step and made PPE suits for doctors to wear. What were the responses you received and the difficulties that you faced?
Ans. Everyone was very supportive – my family, friends, team, and every single person associated with that project were supportive. The challenge was to design it according to the need because it was a very sensitive issue. During the lockdown, procurement & production was itself a task, but Alhamdolillah, my team, and I pulled it off with the help of our well-wishers.
An artistic bend of mind is very sensitive & inspiration can come in any form like nature or a color, anything can trigger the instinct to create.
3. Where do you see our fashion industry going in the next few years?
Ans. Pakistan’s Fashion Industry has already made a mark for itself globally. In the future, I see tremendous growth in this sector.
4. You’re one of the pioneers of the fashion industry in Pakistan. Throughout your career, what were the challenges that you face to reach where you are today?
Ans. I only have one rule – to work hard with honesty and nothing will stop you. One needs to be sincere with their work. When I stepped into this industry, it was already being ruled by some very respected & creative geniuses. Among such designers, it was a huge competition for me to carve out a niche for myself and my work. It was an enormous task to fulfill.
5. What is your take on inclusivity, be it in the form of color, shape, or size in the fashion industry?
Ans. Every day the world is changing. So, we all need to be open to inclusivity of every form in order to progress.
6. What’s your thought process behind every design or collection? How do you come up with collections from scratch?
Ans. An artistic bend of mind is very sensitive & inspiration can come in any form like nature or a color, anything can trigger the instinct to create, so it’s hard for me to describe. Every new design or collection fills me with energy & I’m ready to do more.
7. If you weren’t a designer, what career path would you have chosen?
Ans. If I weren’t a designer, I’m also a businessman with roots in construction, food franchises and jewellery.
8. How drastically has your daily routine changed in the past few months due to the pandemic?
Ans. Not only mine, the whole world’s routine got changed. But very early during the lockdown, I realized the gap in the market for the lack of PPE, so we all worked very hard to help our front liners in this daunting task. I stopped all other work and focused on making PPE; I guess that was the biggest change.
9. Who is your inspiration or idol that you look up to?
Ans. I admire…………….a lot.
10. What’s one piece of advice you would give to aspiring designers?
Ans. As I said earlier, honesty & hard work not only if you want to come into designing, in fact in any field you want to pursue.
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Read our previous interview:
In Conversation with Abdullah Waseem