25 year old Shamoon Sultan opened the first Khaadi store in Karachi, Pakistan. The idea for a store like Khaadi was conceived in the mind of this pioneering, pure patriot, nostalgic about the old craft of the hand woven material. Khaadi was originally a men’s clothing brand selling basic-colored kurtas. Khaadi immediately questioned the status quo and made a bold statement. Saira Shamoon, brought in her expertise and splashed a vibrant colour palette on every piece, making a simple men’s Kurta an unapologetic fashion statement.
Our Brand Story
Our legacy lies in our root strengths; vibrant colours, design aesthetics that mirror our emotions, fashion that is ever evolving, and an unforgettable retail experience. Since its inception, Khaadi has been making it possible for women to dress in an inspiring, vibrant, affordable way – whilst celebrating their uniqueness with every style, stitch and weave. We recognize the confidence she has in her own individuality by making it possible for her express everything she is. Khaadi believes that culture, values, mindsets are in a constant state of evolution, and we strive to keep transforming with it. That is what keeps us relevant to the modern, contemporary woman.
Our Brand Asset Transformation
Khaadi is evolving, progressing, changing – it is dynamic. This natural progression is driven by the realization that the brand needs to be responsive to changing customer needs, their lifestyle and of course the environment.