To be different one doesn’t need to wear international brands. This is the message of the House of Alternative Apparel (HAA). The HAA is opening its first retail store at Uttar Dhoka, Lazimpat on Saturday where it will feature its three labels.
“The idea behind the HAA is to promote domestic outfits by using domestic materials and manpower,” said former Miss Nepal Malvika Subba, who is a co-founder and creative director of HAA. The HAA was established in 2010 by Subba and two partners with the Eco Essential label. After selling its products to a few retail stores in Kathmandu, the HAA has decided to open its own retail store. The acceptance of HAA products by customers prompted Subba and her team to come up with their own store.
The HAA’s store is spread over 500 sq ft and will feature an extensive line-up of Western clothes for men and women. What makes the HAA’s products special is that they are made of natural and organic fabrics and are designed by Nepali fashion designers.
The HAA has currently three labels—Eco Essentials, Just T’s and Aira. While Just T’s is a clothing line for men comprising 16 variants of T-shirts, Aira is an exclusive women’s outfit line.
According to Subba, Just T’s is available in casual, funky, funny, polo and print designs. There are 30 variants of summer dresses, casual T-shirts and evening wear under the Aira line-up.
Subba has roped in leading Nepali fashion designer Tenzing Tseten Bhutia to design dresses for the Aira label. “We have also provided a platform to a number of students who are currently studying fashion designing at various colleges,” said Subba. According to her, there are numerous fashion stores in town, but they lack diverse products. Hence, the HAA aims to address this with innovative and creative products at nominal prices. Prices of the HAA’s T-shirts start at Rs 750, casual women’s wear costs around Rs 1,500 and evening wear are priced at Rs 2,000 and above. As for Eco Essentials, prices start at Rs 1,000.
HAA products, according to Subba, are targeted at the 20-40 year age group. With their own store in place, the HAA is now exploring the possibility of expanding under the chain concept in a few other cities. “We are looking to expand throughout the country,” said Subba.” For this, we are doing market feasibility studies in Pokhara, Dharan, Itahari and Chitwan.” Meanwhile, the HAA will also continue marketing its products through other retail stores.
The HAA has plans to market its products in international markets in the long run. “We have featured our products at muncha.com, keeping in mind international customers,” said Subba. “We are also planning to unveil products before the beginning of the season, in the same way as it is done in the Western market.”
The HAA also plans to expand its product portfolio by launching corporate wear, winter wear, maternity lines, bags and shoes.
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