Local brands set to shine

The sighting of the crescent moon at the beginning of the holy month of Ramadan and the sudden buzz in the streets of Dhaka are correlated. Eid in Bangladesh is not just a religious festival. It is an experience, a grand celebration of family, tradition, and, of course, fashion. From the beginning of Ramadan, the streets, shopping malls, and online stores start buzzing with customers, each with yet another requirement, taste and style in mind. Some may have a fashion magazine icon in mind, while others just want to get a new set that fits their same old aesthetic.
The rise of e-commerce has made foreign brands more accessible than ever in Bangladesh. In particular, the growing 'pre-order culture' has reshaped the global shopping experience. Online fashion retailers now take pre-orders for Pakistani and Indian designer clothes, luxury brands, and accessories, delivering them within 30-40 days. For many online shoppers, this has become the new normal; especially when it comes to Eid shopping.
Amid the growing popularity of online shopping, does the grand urban tradition of Eid shopping at local markets and malls truly face extinction? Not at all. Eid shoppers will still load up their wallets (and e-wallets) and dive into the bustling markets, no matter how long it takes-because Bangladeshis love the thrill of shopping in stores. And this is where Bangladesh's own Deshi brands take centre stage. Amidst racks filled with imported Pakistani and Indian designs, locally crafted, culturally infused Bangladeshi couture holds its ground. Despite the rising popularity of foreign brands, local labels continue to thrive. For many shoppers, the true essence of Eid shopping lies in the charm and artistry of these homegrown brands, offering unique, stylish, and culturally rich fashion choices.
Eid shopping is a festival itself. Weeks before Eid, markets like Bashundhara City, Jamuna Future Park, and New Market in Dhaka begin to bustle with eager shoppers. However, the heart of Eid shopping beats strongest in the boutiques and showrooms of popular local brands such as Aarong, Yellow, Le Reve, Sailor, Anjan's, Kay Kraft, Deshi Dosh, Deshal, Noir, and Bishwo Rang. Each brand brings its signature touch to its clothing line - some blend tradition with modernity, while others preserve the craft and motifs rooted in this land, ensuring that every shopper finds something that resonates with their style.
"I always shop from Aarong for the traditional motifs, designs and the touch of culture and heritage in their designs, as well as fabrics. This year, I have already shopped for my family. Now, we are looking for some gifts for the little ones in our extended family. I think, at Aarong, there is something for every age," said Rumana Anjin, a shopper at Aarong's Jamuna Future Park branch. Rumana works at an NGO based in Dhaka.
Aarong is one of the most prominent lifestyle brands in Bangladesh, known for its commitment to promoting traditional crafts, made by local artisans and showcasing the rich cultural heritage of the country. Their clothes, fabrics, and accessories feature a blend of tradition and modernity-making them one of the most exotic yet affordable designer brands in Bangladesh. Aarong has over 30 stores across the country. Recently, the largest outlet was inaugurated in Dhanmondi with the tag 'World's largest craft store', with a very vibrant and enriched display of their products, in the most creative way possible.
There are other fashion brands as well - Bishwa Rong, Rang Bangladesh, Sailor, Anjan's, Kay Kraft etc - that blend in the traditionally trendy style for women. Rang Bangladesh and Bishwa Rang use vibrant and colourful prints, while Noir leans towards the modern and elegant Western fusion wear for the latest trends. Noir sells shirts, punjabis, jeans, chinos, T-shirts, handbags, shoes, belts, ties and bracelets for both men and women, targeting 17 to 35+ years old. There has been an increase in sales of brands like Noir and Amira Apparel, with more teens and women visiting their stores more often.
Sailor has been a popular and highly sought-after store in Dhaka during Eid for its diverse collection, featuring exclusive screen-printed designs, intricately beaded desi kameez and gowns, as well as fresh and chic Punjabi options for men. Another prominent fast-fashion brand, Le Reve, has attracted shoppers with its contemporary designs on durable fabrics, with dyed and screen-printed motifs, for kids as well- it has been a favourite for a while now, especially during Eid shopping. The price range is a little on the higher side for brands like Sailor, Le Reve, Amira Apparel, Noir etc brands. But there are other local brands for tight-budget shopping as well.
Deshi Dosh, the beloved "all under one roof" destination for local brands, has been a favourite for over a decade now. Every Eid, the shops of Deshi Dosh bustle with customers, for their traditional and ethnic styles, from kameez, sarees, kurtis, punjabis, half-shirts, Fotua, etc. The ten fashion houses under the banner of Deshi Dosh are Nipun, Kay Kraft, Anjan's, Rang Bangladesh, Banglar Mela, Sada Kalo, Bibiana, Deshal, Nogordola and Shristi. Products in Deshi Dosh not only include clothes but also different kinds of accessories, necklaces, home textiles, gift items and others. The prices of these brands are mostly affordable, with a variety of options to choose from.
Children, too, get their share of festive flair. With miniature versions of adult styles, brands cater to the youngest fashionistas, ensuring that they look just as stylish as their parents. The shopping spree is incomplete without matching footwear from Bata or Apex and accessories from Jatra or Rang Bangladesh.
It is natural to wonder whether these stores are available online as well. They indeed are. Local brands have transformed their in-store shops into virtual shops, making their products available through websites and social media pages. Online platforms like Daraz, AjkerDeal, and the individual e-commerce sites of brands ensure that shoppers can browse and purchase from the comfort of their homes.
Eid shopping isn't limited to fashion. Cosmetics, perfumes, and home decor also see a spike in demand. Local beauty brands like Organikare and Skin Café offer halal-certified skincare and makeup products, while Hatkahon, Jatra, and Pachmishali, sell locally designed and locally made jewellery, accessories, home decor and many more items. The stores are just too pretty and poetic to not visit at least once, if one is the aesthetic type.
And as the Eid day approaches, and we wait for the crescent moon to grace the sky with its glow, Eid shopping is not just about buying festive outfits but also of the joy of traditions carried forward-one shopping bag, one story, and one celebration at a time.

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