There are many places one might expect to be prevented from entering by security guards. In Pakistan, that place may well be a lingerie shop, where a combination of taboo and a lack of women at the top combine to ensure comfortable, well-fitting underwear remains the preserve of the rich.
Fifteen months ago, Mark Moore found himself blocked by two men at the entrance to a tinted-windowed store in Pakistan’s capital, Islamabad. What, they asked, did he think he was doing going inside a ladies undergarment shop?
They let him go when Mr Moore’s friend lied that he was a diplomat buying underwear for his wife.
But in fact, the Leicester-born businessman was conducting research which he hoped would help him complete his mission – to bring high quality, affordable and comfortable underwear to the women of Pakistan.
The problem is, the security guards were just one of the obstacles in his way.
