Dreaming larger than life
Sitting in his office strewn with design sketches, racks of clothes and books, Adil Moosajee recalls blundering through the first year after he started EGO in 2006 in Karachi’s Zamzama.
“We did everything we were not supposed to do. We started from scratch and there was no other local retail clothing model we could learn from. We faced all sorts of challenges and we messed up a lot. But by the end of that first year we had also figured out a lot. For instance, we realised that 15% of our clothes were responsible for 90% of our sales. So we did away with the menswear, the western wear and the heavy formals. We also understood that a successful design was the one the daughter loved and the mother hated,” he smiles.
“And just when we figured it all out, they dug up Zamzama,” he shrugs. “No one could reach our store.”
Ever the optimist, Moosajee clearly relishes talking about the personal and professional challenges he faced.
While children his age were competing to get into the ‘right’ school, young Moosajee was dealing with a speech impediment and changing schools frequently while trying to find his bearings.
“I was terrible at academics and I avoided socialising because of my stutter.”
It is hard to believe that the man with the contagious can-do attitude which enabled him to set up a retail clothing business (EGO), a fine dining restaurant (The East End) and consultation services for interior design (Lincoln Corner at the PACC) and The Nest I/O (incubation space), actually spent his early years in a shell. And it was a defining moment in America which changed all that. In 1994, after his O’Levels he enrolled at a community college in the US. Lonely and self conscious, he did not talk to anyone for nine months and ate at the same Taco Bell every single day.
“Then one day I woke up and decided that I could either give up and go back or change things.”
He made a list of his challenges and picked his biggest fear to deal with first.
“I decided that the next day at college I would introduce myself to every single person I came across. The first introduction took me five minutes, but I was soon on a spree and by the end of the day I had made many friends, joined various societies and my stutter was 75% better.”
After this Moosajee grew his hair and moved to The Philadelphia College of Textiles & Science where he changed five majors in four years and graduated with 232 credits instead of the required 126.
“I just wanted to try different things and took every course I could from photography to physics.”
With a degree in Fashion Apparel Management, he flew back to Pakistan, and joined a buying house. In doing so he ruffled a few family feathers as he was expected to join Moosajees, his family’s men’s formal wear fabric business. (The original Moosajees is still located in Saddar and is an old Karachi mainstay.) Not one to do things conventionally, Moosajee offered to tread the middle path by opening another Moosajees store in Clifton. When his family shot down the idea, he set up his own fabric and tailoring shop in a 300-square feet outlet on Zamzama called M2. In the one year of its existence, M2 thrived, but had to be closed down when it started to compete directly with the original Moosajees store.
Disheartened he moved to Lahore and joined Crescent Greenwood as Head of Product Development.
“That was in Pindi Bhattian, so it was a great experience, but a terrible life.”
He then moved back to Karachi, married and joined the Textile Institute of Pakistan and taught there from 1999 to 2004. After another teaching gig and consultancy at a textile mill, a vision was beginning to take shape in his mind.
“Whenever I told my friends I wanted to do something different, they advised me to buy a foreign franchise and bring it to Pakistan."
"I didn’t want to buy a franchise, but this made me realise that there was a gap in the market for a clothing line for young people. And this is when I decided to start EGO.”
After a difficult obstacle-ridden first year at Zamzama, the store moved to The Forum.