Only when the west made us realize that we are sitting on a pool of great art; surprisingly all local designers, artists and fashion enthusiasts started showing great interest in something we know today as truck art. A decade ago if somebody told us that we will see a slogan of “dekh magar pyaar say” on our cushions lying proudly in our drawing rooms or a vibrant parrot flying freely on someone’s T shirt we wouldn’t digest it so easily but today it seems very much acceptable rather trendy. It has not only expanded the aesthetic horizons of many local designers but also fascinated international art lovers. We were convinced when a fully adorned Pakistani truck reached Washington DC in an art festival back in early 2000’s. Today truck craze has reached the corridors of international fashion as Dolce and Gabbana used a truck art inspired rickshaw as its pop up shop, moving around on the streets of Milan, to launch its new cosmetic line.
Entrepreneurial venture “Parakeet”…daring and unconventional!
From Maheen Khan’s brand “Gulabo” to Deepak Parwani’s vibrant Jackets; the association of Pakistani fashion and truck art has been there for quite some time now. Truck art motives and its induction into high street fashion is also experimented by up scale clothing stores like Khaadi as well. Masses have not only started appreciating the uniqueness of this art but have incorporated these appealing, colorful and somewhat funny designs into their lifestyle products.
Recently a daring and unconventional brand called “Parakeet’ has come in the limelight which is an entrepreneurial venture (clothing store) started by a few enthusiasts who love this art and want to create a strong bond between their pieces and this land. This is the reason why their tagline goes “Made in Pakistan”. According to the Director of this store, Masood Rasheed:
“We believe it is natural to feel a strong connection with the culture of land and we think that it perfectly represents the vision of a company which aims to provide style and still maintain a bond with the soil”
Currently Parakeet store is selling lawn and diverse range of western wear but launching its own line of clothing inspired by the very art is on the cards. The core essence of this brand is individuality, as they claim that they have a taste preference for every type of personality since their line is based on a spectrum of colors.
They are celebrating the inner style of every customer with their moto to celebrate every individual’s varied beauty, thinking and their exclusivity. The director of the line further explained “Like any other store in this world we can’t force our visitors to feel compelled about buying Parakeet stuff but we can give them something they can cherish. we have deep rooted bond with the soil and its culture and reflects positively upon the beautiful people of our country”.
With the huge demand of these beautifully decorated merchandise either purchased from an upscale designer outlet or from the local market; the question arises whether this craze is a style, a fashion statement or just a fad? Next time you see a tanga, an imagery, a red rose, a bird, or some funny piece of poetry behind a truck or rickshaw; remember to take a look and appreciate the artisans who have made us proud globally! This is not just a piece of art but it is adding to our heritage with every passing day!
image credit: flickr/ukinpakistan
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