Mumbai, October 19, 2005 : At a star studded glamorous event, Neha & Pradeep Hirani launched AYAMIK, the first multi-designer menswear house. AYAMIK was inaugurated by Priya Dutt. The event was attended by the who's-who of the fashion fraternity including Rohit Bal, Wendell Rodricks, Anna Singh, Rohit Gandhi, Rakesh Thakore, Falguni & Shane Peacock, and Nisha Jamwal who all were there to represent their collections at AYAMIK. The launch was also attended by the crème-de-la-crème of Mumbai society-Pooja Bedi, Mandira Bedi & Raj Kaushal, Suchitra Pillai, Aarti & Kailash Surendrenath, Atulya Mafatlal, AD & Sabina Singh, Roshan Abbas, Kahkashan Patel, Bharat Dhabolkar, Rahul Diwan Nanda, Narendra Kumar Ahmed, Kishen Mulchandani amongst many others. Also present was the vibrant Miss Afghanistan Vida Samadzai and Patrick Ribbsaeter (AYAMIK's face). Pradeep & Neha Hirani played the perfect hosts and the guests were spoilt for choice, with a vast selection of the finest wines and cheeses at AYAMIK followed by a hip-shaking party at Vie lounge.

If KIMAYA is every discerning female fashionista's fantasy come true, then with the inauguration of AYAMIK men too can claim access to the hot ticket to fashion. Pioneering the concept of a dedicated multi-designer store for men, it is the first store of its kind in India. Located in Juhu, Mumbai, AYAMIK is a gorgeous store, compact and effortless, done up in uber-chic Italian greys and sleek whites. An anagram of KIMAYA (KIMAYA read backwards), AYAMIK is dedicated to men with an appetite for the absolute best. Oozing a luxe-European style idiom, it simultaneously celebrates good taste and confident metro-sexual self-indulgence.

A one-stop-shop for designer labels and super-style needs, AYAMIK offers fashion that is suave, jet-set hip, and cutting-edge, with plenty of the exciting twists and turns thrown in. Collections by of India's finest fashion designers' collections may be found here, including Rohit Bal, Rajesh Pratap Singh, Ashish Soni, Wendell Rodricks, Abraham & Thakore, JJ Valaya, Shantanu and Nikhil, Rahul Khanna & Rohit Gandhi, Falguni & Shane Peacock , Anna Singh and many more.

Inspirational and niche, men's fashion at AYAMIK is poised to be the very last word in men's fashion in India, nonpareil and eminently covetable. Men of the world, Rejoice!