o that of mass-merchandisers, who reap profits through sheer sales volumes and by pressuring everyone to dress alike.

"I'm stupid sometimes, and I like to do things which no one thinks of doing."

Kashif's biggest break came when he was featured on MTV as part of the MTV design competition. Kashif's modesty generally gets the best of him, as he would rather be behind the scenes than to be on t

You would never know that Kashif Tejani was one of the newest, youngest, and most talented designers to enter the fashion industry. Unlike other young businessmen of his kind, he does not like to fit in. Always a maverick in his own eyes, Kashif touts the importance of individualism in fashion. When designing his shoes and clothes, he likes to emphasize the uniqueness behind everyone's sense of fashion, and the different ways everyone wears their clothes. With this in mind, Kashif set out to design and distribute his own line of unique attire.

Born in Malaysia, and raised in Toronto, Kashif never had a formal background in clothing design. Instead, he started off by designing cars (i.e. modifiying car bodywork). While growing up in Toronto, Kashif refused to succumb to peer pressure, but instead always prided himself on wearing clothing that no one else was wearing.

He conceived his idea for starting his own footwear brand from his father's shoe distribution business. Together with his partner, Vimal Patel, they came up with the symbol "two," which is represented by a roman numeral. This symbol is indicative of how people are always looking at how other people do things. They wanted their merchandise to be "against the flow" and to establish unique ways to wear clothing, hence their logo "the way of..." Kashif and Vimal left their logo open ended on purpose because they believe that how clothes are worn should be left to the individual. Their beliefs carry over to the way in which they do business. In fact, Kashif often contrasts his unique, limited-quantity model of clothing distribution to that of mass-merchandisers, who reap profits through sheer sales volumes and by pressuring everyone to dress alike.

"I'm stupid sometimes, and I like to do things which no one thinks of doing."

Kashif's biggest break came when he was featured on MTV as part of the MTV design competition. Kashif's modesty generally gets the best of him, as he would rather be behind the scenes than to be on te

and the different ways everyone wears their clothes. With this in mind, Kashif set out to design and distribute his own line of unique attire.

Born in Malaysia, and raised in Toronto, Kashif never had a formal background in clothing design. Instead, he started off by designing cars (i.e. modifiying car bodywork). While growing up in Toronto, Kashif refused to succumb to peer pressure, but instead always prided himself on wearing clothing that no one else was wearing.

He conceived his idea for starting his own footwear brand from his father's shoe distribution business. Together with his partner, Vimal Patel, they came up with the symbol "two," which is represented by a roman numeral. This symbol is indicative of how people are always looking at how other people do things. They wanted their merchandise to be "against the flow" and to establish unique ways to wear clothing, hence their logo "the way of..." Kashif and Vimal left their logo open ended on purpose because they believe that how clothes are worn should be left to the individual. Their beliefs carry over to the way in which they do business. In fact, Kashif often contrasts his unique, limited-quantity model of clothing distribution to that of mass-merchandisers, who reap profits through sheer sales volumes and by pressuring everyone to dress alike.

"I'm stupid sometimes, and I like to do things which no one thinks of doing."

Kashif's biggest break came when he was featured on MTV as part of the MTV design competition. Kashif's modesty generally gets the best of him, as he would rather be behind the scenes than to be on t

lways prided himself on wearing clothing that no one else was wearing.

He conceived his idea for starting his own footwear brand from his father's shoe distribution business. Together with his partner, Vimal Patel, they came up with the symbol "two," which is represented by a roman numeral. This symbol is indicative of how people are always looking at how other people do things. They wanted their merchandise to be "against the flow" and to establish unique ways to wear clothing, hence their logo "the way of..." Kashif and Vimal left their logo open ended on purpose because they believe that how clothes are worn should be left to the individual. Their beliefs carry over to the way in which they do business. In fact, Kashif often contrasts his unique, limited-quantity model of clothing distribution to that of mass-merchandisers, who reap profits through sheer sales volumes and by pressuring everyone to dress alike.

"I'm stupid sometimes, and I like to do things which no one thinks of doing."

Kashif's biggest break came when he was featured on MTV as part of the MTV design competition. Kashif's modesty generally gets the best of him, as he would rather be behind the scenes than to be on t

rchandise to be "against the flow" and to establish unique ways to wear clothing, hence their logo "the way of..." Kashif and Vimal left their logo open ended on purpose because they believe that how clothes are worn should be left to the individual. Their beliefs carry over to the way in which they do business. In fact, Kashif often contrasts his unique, limited-quantity model of clothing distribution to that of mass-merchandisers, who reap profits through sheer sales volumes and by pressuring everyone to dress alike.

"I'm stupid sometimes, and I like to do things which no one thinks of doing."

Kashif's biggest break came when he was featured on MTV as part of the MTV design competition. Kashif's modesty generally gets the best of him, as he would rather be behind the scenes than to be on t

o that of mass-merchandisers, who reap profits through sheer sales volumes and by pressuring everyone to dress alike.

"I'm stupid sometimes, and I like to do things which no one thinks of doing."

Kashif's biggest break came when he was featured on MTV as part of the MTV design competition. Kashif's modesty generally gets the best of him, as he would rather be behind the scenes than to be on television; however, he is the first to admit that the competition was a great experience for him. Although he did not win the competition, he was able to meet with R&B sensation Massari. Kashif describes Massari as a "nice, down to earth guy, who knows his shoes." In fact, Massari liked Kashif's designs so much that he actually wore a pair of "The Way Of" for a recent music video shoot.

What has been the public reaction to his unique stylings thus far? "People love the brand!" says Tejani.

Demand for his products have increased significantly in the past year. However, instead of retailing his products in retail outlets, Kashif prefers to sell his merchandise himself, through the Internet. This gives him more control over the merchandise, and prevents the brand from being diluted from mass-merchandising efforts.

Kashif's philosophy of life pretty much summarizes his business approach: "You live once, die once; so enjoy it." It does not have to be said that the best of Kashif's work is yet to come.