Meet Pakistan's pret wear pioneer - TeeJay
“I didn’t invent the shalwar qameez — I captured the modern day shalwar qameez trends. Then this fashion never stopped.” says Tanveer Jamshed, aka TeeJay, pioneering fashion designer.
From designing for iconic TV dramas like Tanhaiyan, Zer Zabra Pesh, and Uncle Urfi to receiving the Sitara-i-Imtiaz in 2007, his influence in fashion has spanned decades.
In this interview, TeeJay shares his early inspirations, educational journey, path to breaking industry barriers, and how his daughter Feeha is now carrying his legacy forward.
TeeJay reflects on fashion in the early years of Pakistan: the impact of colonialism lingered, and the elite class held on to Western clothing, while the shalwar qameez was seen as an attire for laborers and the lower class. This began to shift when Zulfikar Ali Bhutto started to wear shalwar qameez to political rallies, making a connection with the masses and bringing respect to the national dress.
Reflecting on his entry into media and marketing, TeeJay recalls styling Roohi Bano for the 1973 drama Kiran Kahani. He suggested coordinating the male lead’s look as well. Coincidentally, TeeJay was wearing a shalwar qameez that day, and the actor liked it. When TeeJay offered him the outfit, expecting a refusal, the actor surprisingly accepted. After the episode aired, viewers began requesting the same dress.
He further recalls how clubs started allowing shalwar qameez, and even presidents and vice presidents began wearing it with waistcoats, revitalising the national outfit.
TeeJay came from a conservative Rajput background, so entering fashion was far from conventional. Yet, his father’s open-mindedness and encouragement set him apart. TeeJay’s father himself was considered the best-dressed man during his college and army days, although he toned down his flair after TeeJay’s birth. As the eldest, TeeJay inherited not only his father’s fashion sense but also his passion for excellence.
Though supportive, his father made it clear that education must come first. TeeJay’s academic journey was scattered across multiple institutions, but each place helped him shape his personality. He studied at Mary Classo, Cantt Public School, Karachi Grammar School, St. Patrick’s College, and the Institute of Business and Administration (IBA). This balance of freedom and responsibility helped him complete his studies, even though he knew fashion was his true calling. He emphasises that children should be allowed to choose their careers with the condition that they must strive to excel.
While TeeJay has achieved great commercial success, he identifies as an artist, not a traditional businessman. He admits to lacking the strategic mindset typical in business. Instead, he views his journey as a miracle.
When he began, the concept of the “design business” did not even exist locally; his work helped create that demand. He recalls how a shift in fashion marketing began when television shows in India and Pakistan started giving wardrobe credits. As an expert innovator and experimenter, TeeJay also began combining his interests: advertising, marketing, and fashion. When the Marketing Association of Pakistan launched its awards in 1982, TeeJay was among the first recipients. This boosted not only his corporate identity but also elevated the corporate identity of fashion.
He also took on the challenge of international representation for Pakistani fashion: Time and Newsweek were opposed to running Pakistani ads, but local representatives of these magazines advocated for featuring TeeJay’s label for its international popularity. He eventually ran campaigns in both magazines—a bold marketing move that proved critics wrong.
TeeJay also praises his daughter Feeha Jamshed for her honesty, commitment, and innovation in fashion, encouraging her and others to make fashion accessible. He stresses that fashion should not cater only to the elite — both affordable and premium lines must coexist. With rising fabric costs, he highlights the need for ready-to-wear options, especially for working women who lack time for stitching. He envisions a future where inclusive fashion shows promote this balance.
Although TeeJay once considered retirement, he now feels reawakened. He describes a youthful, mischievous spirit within him. No longer a lover, he now calls himself “a lover of lovers,” constantly engaging with young people to “stay current and fresh” and dedicated to living in the present.
“Squeeze and drink all the juices of life just like a laundry guy squeezes the water out of clothes.”
TeeJay’s journey is a reminder that passion never retires.
Which part of his story resonated with you the most? Drop your thoughts in the comments below.
This article was developed with the assistance of AI tools.
