Pakistan’s premier retail brand Khaadi celebrates its 20th anniversary this year; revering their journey of self-discovery that has led the fashion house to a vibrant path. With Shamoon Sultan at the creative helm and his wife Saira Raza as Chief Design officer, Khaadi has stayed not only relevant but cognizant over the years.
The brand originated on 13th December 1998 like a modern-day startup and since then there has been no looking back. What began as a 400 square foot store in Zamzama, has now expanded to over 500000 square feet of retail space with 43 outlets nationwide and 20 overseas.
The most successful brands in the world are those which manage the tricky balance of design and business. Modern-day fashion houses need a bit of both. Khaadi realised it very early that the brand needs to step into uncharted territories in order to stay distinctive. What started as an experiment with handloom took Shamoon Sultan on a successful journey encompassing 20 years during which Khaadi tapped into the lawn market and diversified its portfolio to include Prêt, Unstitched Lawn, Home, Khaas and Kids section. Khaadi was the trailblazer of selling unstitched clothes at retail outlets and all other textile brands followed suit.
Vibrant hues on hand-woven cloth are one of the dominant factors in Khaadi’s signature aesthetic as it signifies energy and a state of harmony.
As one of Pakistan’s leading fashion and lifestyle powerhouses, Khaadi has recently opted for a symbolic move. The brand has removed its name from the logo, becoming the first brand in Pakistan to do so. The stylized logo with ten oblong shapes, symbolising fingers on a hand loom, now stands solely as a trademark. The re-branding and removal of the name coincide with the brand’s celebration of 20 years in Pakistan.
Khaadi’s logo without the brand name
Times have changed and so have women’s fashion choices hence in 2017 Khaadi launched a separate label titled Chapter 2 that solely focuses on minimalist, colour blocking designs on hand-woven cloth. The urban-centric fashion line is designed keeping in mind the demands of a contemporary woman featuring hand-crafted fabric kurtas, tops, pants and accessories.
Khaadi is touted to be the nation’s most loved label as it provides a personalized shopping experience. The brand has altered the dynamics of a retail business which is why Khaadi has become a household name. What’s more interesting is that the label offers clothes which are budget friendly. Also, Khaadi’s versatile designs cater to all family members from men and women’s garments to kid’s clothes and even home accessories. It’s one of those fashion labels that inspires you to stand out from the crowd without going overboard.
After two decades in the business, the brand is considered a pioneer of Pakistan’s retail fashion, which opened new avenues and introduced business models. Khaadi’s website also receives the most traffic as a retail company in Pakistan. It is such a gratifying moment when overseas Pakistanis feel a sense of pride as they affiliate with a local fashion brand.
Awards & Recognition
Moving on from Khaadi’s accomplishments to acceptance and appreciation, the brand’s list of achievements is not limited to the business. Khaadi achieved a landmark when the brand was chosen as one of two selected brands from Pakistan, by Swarovski for a photoshoot in 2016. The Neo-Arabia shoot focused on eight social media mavens, amongst whom one Dubai-based blogger wore a pink and silver Khaadi top intricately embellished with crystals. This established that international brands not only have faith in local fashion labels, but they also value local aesthetic.
The label has been a recipient of numerous accolades for its contribution to the industry. Recently, Khaadi was given ‘Retail Brand of the Year Award’ at the Hum Style Awards 2018. It has also won ten Lux Style Awards. Khaadi was also shortlisted as one of the 10 contestants for International Young Fashion Entrepreneur (IYFE) Award in 2008. In 2010, Khaadi went live on the Shell LiveWIRE International Hall of Fame as one of Pakistan’s leading fashion houses.  It was also awarded special recognition for Outstanding Achievement in Brand Development category at the Hum Style Awards in 2017.
With so much to offer in terms of fashion and lifestyle, it’s imperative to offer a great space thus Khaadi now has one of the largest fashion retail spaces in Pakistan, at the Lucky One Mall, Karachi. Moving towards the South of the city, Khaadi’s new multi-storey store at Bilawal Chowrangi is state of the art and offers a great retail experience.
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