20 years ago, Founder and CEO, Shamoon Sultan opened the first Khaadi store in a little shop in Zamzama. 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 , the brand, was always rooted but possessed an ambitious spirit. Ever-changing, evolving and expanding. By 2002 it was making women’s wear and soon expanded into women’s luxury wear with Khaadi Khaas launching in 2008. The year 2012 saw the brand change into a mega retail brand when it decided to evolve with the customer and introduce colourful lawn prints. Innovative and experimental, Khaadi introduced furniture, bed sheets, bags, accessories, shoes and soon became a complete lifestyle brand.
In just two decades, Shamoon Sultan’s 400sqft store transformed into a 44-store enterprise stretching across 17 cities in Pakistan. Making a mark –on-the-ground and online – It has now expanded to four countries across the globe. Despite the brand’s rapid and colourful metamorphosis, one thing remained constant: Khaadi’s love for craft and its effort to keep it alive.The design philosophy was always colour, craft, culture and heritage. It drew inspiration from across the globe to become a global ethnic brand. Every piece that carries the Khaadi label has craft and its history ingrained and woven in the fabric of its soul.
In 2021, The Brand is redefining, progressing and evolving. How? The brand took to social media to unveil its new logo as part of a fresh marketing campaign “Starting from a single thread, our story has unraveled over the years to become even more exciting. Stay with us as we create the mark of expression. Now, it is your turn to express yourself, tell your story, be yourself and wear yourself,” read the caption on Instagram.
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The New Identity
The logo is indicative of how The Brand has evolved and will continue to evolve in the future. The Instagram post read, “Our iconic handloom logo now becomes yours. It’s our ‘Mark of Expression’ that celebrates every side of you. Versatile as ever, our ‘Mark of Expression’ now gives you the freedom to express yourself, be yourself and wear yourself.”
The Legacy
Their story has evolved in the past 22 years but their philosophy is still rooted in the four pillars of color, design, fashion and experience.
Color and Design Philosophy
The foundation of the brand lies in the kaleidoscope of colors. The design philosophy brings together modern and traditional style, contemporary and cultural inspiration, the vibrancy of colours and the complexity of motifs creating an iconic visual language.
Language of Fashion
Their fashion language is expressive and it embodies the various moods of our Khaadi woman.
The Khaadi Women
At Khaadi women embark on a journey that engages with the brand philosophy. Khaadi is a balance of modernity and tradition. Modernity comes through uniqueness and a variety of designs and patterns. It frees women to choose a style that reflects their individuality, giving them the confidence to express a different side of their personality through their fashion choices.
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Khaadi’s differences are what make it unique, and it matters to the brand that people can share every brilliant aspect of themselves with the world, comfortably and with confidence. Khaadi was founded on a belief that the clothes you choose should let you wear your individuality. Since its inception, it 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.
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We at Fashion Times hope that the new brand image of Khaadi will take fashion to new heights of success.
