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Having launched in Lahore just 1.5 years ago, By The Way’s advertisements always intrigued us with their pop art look and a wide range of everything trendy! The fashion brand finally brought its quirky aesthetic and mod touch to Karachi, as it opened its doors at Dolmen Mall Clifton yesterday, taking the brand to the next level!


by the way


Along with our fashion fraternity and actresses Ayesha Omar and Ainy Jafri, we attended the happening launch at Dolmen Mall yesterday. Sifting through the racks of colourful tunics, denim separates and embellished formals, it was refreshing to see so much being offered under one roof in an affordable price range. The accessories, of course, included the top trends of today, from embellished sneakers to marble-esque clutches and pompom key chains that were already flying off the racks.




An all-inclusive fashion brand, By The Way keeps its design philosophy fresh and quirky, giving you a vast range of eastern and western wear all together. We were pleasantly surprised to see a great range of accessories, footwear, bags and casual t-shirts too, having previously only noticed their funky tunics. BTW’s products are based on a fusion of Eastern and Western wear, ranging from casuals to formals, and everything in between.



Creative Director Anushaye spoke to us about catering to varying fashion needs, “We have a complete variety in our store from bags, shoes, accessories, and shirts to formal wear. Just like when you visit Zara you can find everything there, so that’s our aim- to provide you everything fashionable at one place!”



It’s impressive to see how BTW has gone nationwide and opened its 4th store in the span of only 1.5 years, owing to its phenomenal success in Lahore. Will the brand be able to rule Karachi’s R2W scene? We think so!


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