Tell us who you are?
Go Tangerine is a clothing company which started off from humble beginnings with two diligent and hard working friends deciding to combine their expertise to form a clothing company that redefines Pakistani clothing for the urban women. Laila Asad, a colour consultant and Mehrunisa Ahmed, an expert in merchandising collaborated in 2004 to form go tangerine.
Tell us about your brand? When did you realize that Fashion Designing Is something that you have to do??
The inspiration behind Go Tangerine was to create a fun brand with affordability & convenience being its prime objectives. Since every woman enjoys dressing up, we wanted to create a brand that involves designer aesthetics yet is moderately priced. The soothing and sublime color combinations exude a sense of serenity and femininity.
Go Tangerine started off as a side business for us two stay at home mothers but took a surprising turn after an over whelming response from family and friends at trunk shows held at various venues across Pakistan. We are currently stocking at Feathers, Forum Mall, Cocktail, 26th Street and now have an independent store on Zamzama, the quintessential shopping hub of Karachi. Recently, Go Tangerine has launched its online store.
What was the first outfit that you designed?
The first outfit we deigned was a bridal dress for a cousin. A traditional Balochi dress with a contemporary look.
How would you define your design philosophy?
As Da Vinci once said ‘Simplicity is the ultimate sophistication’. We think ours is along those lines. Our design philosophy focuses on three elements: Simplicity, functionality and affordability.
What are your favorite fabrics to work with? And why?
Crinkle Chiffon is an all time favorite for us. The material has flow, luxurious feel, great for Pakistani weather and most of all suits all body types.
Bridal Wear or Prêt?
We are currently offering a complete line of formal, party and casual prêt wear.
Who in your life has most influenced you?
Our mothers have been a great source of inspiration for both of us. Both being single women, taught us that determination and hard work combined will help us achieve our goals. Their love, prayers and endless support is the reason of our success today.
What are your other interests in life?
Interior decorating and painting. Love working with colors.
How do you manage your professional life with your personal and family life?
As we like to work in the background by drawing minimum public attention & prefer being behind-the-scenes, it gets easier to extricate some quality time for family.
Where do you envision yourself from 10 years from now?
We can visualize ‘go tangerine’ as an international brand for women prêt-wear which will be on the forefront of indigenous fashion from Pakistan.
If you had one million rupees to give away, what would you do with it?
It’s our dream to get all the under privileged children of Pakistan off the streets and into schools. Obviously, it sounds like an impossible thing but if we are to bring about change in our country we need to educate the masses. I think Citizen’s Foundation is doing a wonderful job and we would give the million rupees to them and enroll as many children as possible.
How do you spend your weekends?
We work hard throughout the week but weekends are dedicated to family. Our children are our assets and part of the growing up process taught us that giving children time and attention when they need it, is what shapes them into confident and responsible human beings. Our mothers spent a lot of time with us and we understand the importance of it.
If there is one place you could travel to, right now, where would it be and why?
We would want to travel to the fashion hub of Milan for inspiration.
Your suggestions to new entrants in this field?
Work with determination and pay attention to customer feedback.
What two or three accomplishments that have given you the most satisfaction? Why?
There is still a long way to go but our independent store which has made us reachable and accessible to the local masses and the E-store that caters to international customers is a source of great satisfaction.
Any Message you want to give to the readers of DHAToday?
Check out our store. There is something for everyone.
This article is written by Meesha Saleem, is a professional writer and working for small industries like for almost 3 years. She writes quality and informative content on various topics.