ASAL by Abu Sandeep now in Hyd

ASAL by Abu Sandeep opens its first store in the city. The diffusion label by India's most coveted couturiers, Abu Jani Sandeep Khosla is joined by their decidedly current menswear label, MARD by Abu Sandeep at a boutique which oozes charm and boasts their latest collections, especially curated for the city.

Sandeep Khosla says "It's been a long-time coming and we are finally in Hyderabad. It's a city and an audience we absolutely love. Hyderabadis are passionate about aesthetic beauty, quality and craftsmanship.

A carefully honed sensibility which has always appreciated and patronised our work. We are overjoyed to now bring our two labels home to them."

Abu Jani says"ASAL by Abu Sandeep and MARD by Abu Sandeep are our creative expression for those who have a penchant for the classical but also exude a cosmopolitan spirit which craves adventurous experimentation.

Both labels explore the treasure that is legacy techniques and silhouettes, but entirely reinvented in quintessential Abu Sandeep style. They are decidedly modern and yet timeless. We are delighted to work with Deepika Reddy in Hyderabad who is both a style connoisseur and an ace retail professional."

The store's interiors exude a multi-layered, distinctive style statement, synonymous with Abu Jani Sandeep Khosla, and are a rich amalgam of contemporary and art deco design. Multiple elements and materials including wood, brass and crystal are employed to create a luxe ambient experience.

A majestic brass studded door, an AJSK signature welcomes on arrival. The main display area features a dramatic ceiling installation and the private meeting room has a cluster of chandeliers. Antique wooden furniture is juxtaposed with ultra-modern brass racks and display tables.

Custom brass screens featuring art deco inspired textured glass are another focal feature in this deeply stylish space which provides the perfect home for the collections and experience for the visitor.

The store is now open and already creating a buzz amongst fashion aficionados in the city.