In the realm of cricket, Shahid Afridi’s name has long been synonymous with power-hitting, wily spin bowling and charismatic competitiveness. Now, the world of fashion is abuzz with his name as well — he has just launched a new menswear brand, under the title of Shahid Afridi Store.

As the ace cricket legend creates ripples on the static surface of menswear fashion with eclectic designs and innovative creations, Icon takes a look at the extraordinary journey of the cricket legend-turned-fashion icon.

“Throughout my journey, from my cricket debut in 1996 to this day, the only thing that has kept me going is the immense love and support of my fans,” says Shahid Afridi. “No matter what challenges I face in cricket and in my personal life, it is my fans, and especially the youth of Pakistan, who give me the strength to keep moving on ever forward with hope, courage and commitment.

“My menswear fashion brand is a representation of me, my culture and traditions, as well as my pride in the youth.”

After a cricketing career spanning over two decades, Shahid Afridi’s pivot from the cricket pitch to the world of menswear fashion is nothing short of remarkable. Can he inspire Gen Z with streetwear the same way he inspired them from the ground?

Menswear fashion and makeover magic

The latest Fall/Winter collection titled Warp & Weft by Shahid Afridi Store is defined by Afridi as “The epitome of style and the culmination of craftsmanship, while generating an essence of authenticity.

“Apart from Gen Z and millennials seeking daily wear, Warp & Weft is there to make a rock-solid fashion statement. There’s a story to be told in every stitch, a mood reflected in each shade and a canvas of self-expression in every ensemble. The aim is not just to make fashion but to create a legacy. So I say to all the Gen-Zs out there: dare to be different, dare to be you.”

Having said that, another important aspect usually is a brand’s need to work with celebrities as brand ambassadors. But in Shahid Afridi’s case, it is certainly not the case. “I have particularly focused on working with fashion models only,” he says. Perhaps you don’t really need a brand ambassador when you have Afridi at the top.

Building up on the idea of Shahid Afridi’s menswear promoting youth and new talent, the decision to choose upcoming fashion model Hossain Rajput, the next big thing in fashion, as the face of the brand and to represent the brand with his youthful zing and energy, comes all but naturally.

It’s his particular vision for what’s fashionable in menswear, coupled with impeccable craftsmanship in tailoring, that makes Afridi’s street-smart casual-wear prominent in the market.

Building up on the idea of Shahid Afridi’s menswear promoting youth and new talent, the decision to choose upcoming fashion model Hossain Rajput, the next big thing in fashion, as the face of the brand and to represent the brand with his youthful zing and energy, comes all but naturally.

So how has Shahid Afridi built up his brand and made a mark in the market for menswear in Pakistan?

“I work with my team with a variety of fabrics and designs, leading to discussions with my professional design artists. Our collective aim is to create a menswear collection that is wear-friendly, comfortable, casual-looking and trendy for Gen-Z.

“For example, the Warp & Weft collection has easy-to-wear shirts and trousers in summer fabrics such as cotton, as oftentimes our young clients have a lot of trouble finding both well-stitched and fashionable daily wear.”

In a market that certainly lacks trendy, casual options in menswear, the collection has what it takes to work through the season, to be worn whenever Gen-Zs feels the need to make a personal fashion statement.

When asked about where his clients are primarily from and whether he will consider expanding to other cities beyond Karachi, Afridi identifies the Shahid Afridi Store as an amalgamation of heritage and modernity with minimalistic designs for the Pakistani man’s daily routine.

He says the brand is currently available online, and that he is working on plans to open a flagship store in Karachi and then branch out to the major cities of Pakistan as well as overseas.

Also, for now, the Shahid Afridi Store logo represents Shahid Afridi’s ODI’s shirt — with the number 10 — and a star for now, but a new logo will soon be revealed by Afridi himself.

In menswear (as in women’s wear), a shoot is absolutely vital to the presentation of a new collection, and has to be planned out meticulously with top-of-the-line professionals working in the field. And, after making the usual rounds with shoots and social media promotions, one hopes that the Shahid Afridi Store aims for a ramp show too, as Warp & Weft has what it takes as a collection that could work very well on the runway.

A legend’s transformation, a vision realised

Shahid Afridi is a testament to the enduring spirit of reinvention and the limitless possibilities that await those who dare to dream, and to chase them with unwavering passion and dedication.

As we take a look at his journey in cricket, he represents the spirit of an all-rounder in its true sense and form. His ability to excel in multiple domains — cricket and now menswear fashion — should serve as an inspiration to all aspiring Gen-Z individuals.

In the process of establishing himself as a fashion powerhouse, Shahid Afridi aims to prove that talent knows no bounds and the pursuit of one’s passions can lead to success in any arena.

Published in Dawn, ICON, October 1st, 2023