The Story So Far…
This space was created for people reconnecting with where they come from and reimagining where they’re going.
We are building a platform that celebrates South Asian creativity across fashion, design, and culture. Alongside our in-house collections, this website will grow into a curated destination for independent South Asian brands designers, makers, and storytellers shaping the future while honouring their roots.
The brand was founded by designer Maryam Maqbool, whose work has been featured on the cover of Asian Life Magazine and on the BBC Asian Network. Her creative practice is grounded in lived experience, diaspora identity, and the belief that fashion can be both expressive and political.
Our own collections are designed in the United Kingdom and ethically produced in Pakistan in collaboration with skilled artisans and creatives. We prioritise people, craft, and intention choosing limited production over mass output, and depth over trends.
Each collection is released once, in small quantities. We don’t chase fast fashion or seasonal pressure. Instead, we create pieces meant to be worn, remembered, and passed through stories.
At its heart, this is a storytelling-led platform. Every collection, collaboration, and brand we feature reflects conversations around diaspora, belonging, womanhood, resistance, and joy. We are interested in the in-between old and new, inherited and self-defined, home and elsewhere.
This is a space for those navigating multiple identities.
For those who want their clothing to mean something.
For those who believe culture is not static it evolves with us.Welcome