From head to toe, Fouzul Hameed knows what fits the ideal Sri Lankan man
RATMALANA – Many years after he became Sri Lanka’s best known name in men’s fashion, Fouzul Hameed still remembers his parents’ words of wisdom and advice when doing business.
“My mother and father (my mother in particular) said you should be honest in business; you must not cheat and furthermore you must share with the poor and the needy,” he recalled, sitting down for a long conversation over a cup of tea at his studio at Ratmalana, just outside Colombo, during a conversation on Monday, November 17.
Range of clothes
As he prepared for Hameedia’s annual fashion show on November 22nd (yesterday) at the office cum factory complex at Borupana road, the icon of the local men’s fashion world was hands-on; talking to Business Times reporters at one point, taking a call from a buyer or quickly having a word with his designer. “This is my big thing (show); we prepare for more than six months to get this on the road and everyone is working feverishly to meet deadlines,” he says glancing through the glass partition at other rooms where designers and merchandisers pore over documents, access computers and check out a pairs of shoes.
Why didn’t you get into women’s fashion? Don’t like them? He laughs “no … no. It is just that I work to my strengths and do what I am good at, and I didn’t have a clue about women’s clothes.” But also concedes that at one point he gave it some thought (just at the time ODEL was launched) but gave up on the idea.
So … in a totally woman’s world, you’d be without a job, I tell him. He guffaws and then breaks into a smile. The interview is fast turning into a better understanding of a man who learned the ABC of men’s fashion, from head to toe but also enjoys life as a simple human being.
Hameedia has come way since it started off as a small tailor shop at Wellawatte on Galle Road. The business was started by his grandfather and then passed onto Fouzul’s family, after his mother bought the business in 1949. Fouzul, as Managing Director, handles the core of the business while his younger brother Hussain Sadique, Deputy Managing Director, handles finance, among other work while their elder brother is a ‘sleeping’ partner.
Challenging year
2015 is going to be a challenging year for Hameedia, according to Fouzul, as the company makes a stronger effort to reach the international stage with its upmarket Envoy brand. The new 2015 collection was showcased at the November 22 show titled “Concept” with over 100 samples on display. “My whole team is excited, it has not been easy putting this together,” he said, a week before the event.
Being hands-on could be just a fraction of the description that fits Fouzul. For example, when I walk in, he sizes me, tells me that my belt doesn’t match the rest of my clothes.
“You are wearing a nice shoe,” he says, also pointing out to his own Italian designer brand Dunhill pair and then starts a conversation about leather, its hide and the variety available across the world. At one point he checks out my left shoe, turning it around in his hands and says “Look there, it has an artificial spray”. Knowledge acquired through learning at a design school in Thailand in the 1980s, reading, travelling to many parts of Europe (studying dress style, sense and culture), Fouzul likens himself to a ‘doctor’.
Fouzul Hameed explains. Pix by M.A.Pushpa Kumara
“Looking at you (or any other male), I can tell you exactly what would fit you, what colours suit you. This knowledge is my strength,” he says, adding: “I can assess any individual, his likes and dislikes, his habits, negative and positive vibes. I can judge an individual in just 30 seconds,” he says, but also pointing out that, “just like one cannot judge a book by its cover, I may not be 100 per cent accurate. Still I have a fair idea”.
Mission
Fouzul’s mission in life is fashion and caring (for the needy through a successful children’s charity that he runs). “I can turn people in fashion, I can transform people, I can upgrade people – that’s my job. Every week someone comes to see me for an upgrade,” he says.
His mother’s words return once again when he reflects on the beginnings. “Honesty is the key to good business. When I started business, I didn’t know much about the fabric that we bought from Pettah. Traders would tell us it is silk or wool or something else, and we believed them and passed on this ‘incorrect’ information to customers, unwittingly. We didn’t have much knowledge. The moment I learnt they were fakes we began to buy the real thing. We didn’t want to cheat people and be dishonest,” he said, showing a range of fabric samples in neatly bound books from the best Italian manufacturers. CONCEPT 2015, the show, is all about making every man successful in life in whatever they do and to enjoy life to the fullest. Fouzul eats and breathes this philosophy; looking dapper in a slim-fit shirt with a chic collar, blue made-to-fit trousers and a belt and a pair of shoes to match. At one point, he gently pulls out the ballpoint pen in my shirt pocket and says “you must have a nice pen to match your clothes, not this cheap stuff. Success in life is also the way you project yourself,” he says in words of advice, as I quickly shove my pen into the trouser pocket.
Good food
Being fit and good food is his manthra to staying healthy and being at peace with the world. Waking up before 5 in the morning, God-fearing Fouzul starts off his day with a prayer, then either goes to the gym or plays a game of football with cricketer-friends like Mahela Jayawardena or (Romesh) Kaluwitharana or other friends.
Designer to most of the country’s top cricketers and other sportsmen, Fouzul has also designed and tailored for President Mahinda Rajapaksa and Opposition Leader Ranil Wickremesinghe.
Dreams can either be shattered or transformed into success. Fouzul is hoping for the latter as he moves international next year into the luxury brand with the Envoy brand. “That is my ultimate; my dream to be an international brand. Not an easy task, as you need the equipment, machinery, craft and a solid team.”
Hameedia is also launching a programme to upgrade customers through its new collection targeting young CEOs and board directors.
He recently ‘transformed’ a young head of finance at a top conglomerate, with a set of different kinds of clothes that “will take him to another level on par with his position”.
Picking up the right pair of shoes is another of his expertise and he believes in not only promoting quality products but also wearing them. Pointing to the pair of shoes that he had on, he says, “I have used this for five years and this is tough leather. I don’t even need to shine it.” My pair, new in fact and the same brown colour, looked a poor cousin in comparison.
Every Wednesday, he spends the full morning on R&D – closeted with his designers and merchandisers in the training room discussing ideas, thoughts and progress.
Advice
A word of advice from the menswear specialist: “When in Italy I dress like the Italians … so they know we mean business otherwise they think we’re wasting their time,” he says.
Blue, he says, is his favourite colour.“This is the most respected colour. I have a special blue collection at the (November 22) show,” he says, sizing me up again. Thank heavens I was wearing a blue shirt … at least I was on the same wave length with Sri Lanka’s guru of menswear.
| (Sunday Times Business Editor Feizal Samath and Photo-journalist M.A. Pushpa Kumara spent a few hours in the company of Fouzul Hameed, Managing Director of Hameedia last week as he prepared for his annual fashion show which was held yesterday.) |