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The word Reet means tradition. Although tradition may not seem to be a priority for the boutique that gave us denim shalwars and a line of daywear in very modern jersey-knit, it is actually a driving force behind the international Reet boutiques.
Dr Ayyaz, who started Reet in Islamabad in 1994, is used to breaking new ground. He trained for medicine like his father and brother before him, yet even before he graduated he was designing fabrics and outfits for Pakistan's stylish set. In a country with only a short history of high-profile fashion designers, this was his first brave move.
Dr Ayyaz, staged the first street fashion show outside his boutique and uses ancient fabrics such as screen-printed georgette in modern outfits including bikini tops and culottes. All these ground-breaking moves do not mean that his boutique is inappropriately named. To the contrary, Dr Ayyaz believes that the only way to keep tradition alive is for each new generation to use it.
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