Asif Merchant started out in 1991-92 when he was studying civil engineering. Had a hobby of sketching. His sisters used to stitch their own clothes. Observed their cuts, designs, etc. and tried it out. Also managed to get those works done. It started out as part-time gradually became full-time, as he started getting more work. Most of his work is based on Europe and hence you’ll see a definite European taste. The designer, whose clothes have been sported by celebrities like Priyanka Chopra, Prachi Desai, Terence Lewis and Hiten Tejwani, recently opened his first all couture store ‘Asif Merchant’ in Jubilee Hills.