‘Rastah’ Paving Global Way For Pakistani Streetwear
Zain Ahmad’s fashion label ‘Rastah’ has earned quite the name for itself. It landed him a spot on Forbes’ 30 under 30 Asia list and has been worn by a number of international celebrities, including Anil Kapoor, Riz Ahmed, and Iman Vellani in the Disney+ show Ms. Marvel. The brand has become a favorite for many, drawing attention to its unique designs.
Ahmad co-founded ‘Rastah,’ a Lahore-based Pakistani streetwear brand in 2018. The label champions sustainable and artisanal designs, with items being designed, sourced, and produced by local artisans in limited quantities in Pakistan. Featured in Vogue, Rastah’s clothes have also been spotted being worn by Bollywood producer Karan Johar, rapper French Montana, and Oscar-winning actor Riz Ahmed.
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In its short time, the label has already gathered a cult-like following, including support from various celebrities and musicians. Its impression continues to grow and increase globally.
Rastah is a bold cross-cultural urban apparel company that seeks to recontextualize South Asian heritage and artisanship into street sensible luxury pieces. It seeks to merge South Asian design practices with western contemporary silhouettes, to produce high-end and sustainable pieces that are worn the world over and uplift the local artisan communities that create them.
This ‘made in Pakistan’ brand has definitely caught the attention of the fashion world. With Anil Kapoor sporting a Rastah jacket in “Jug Jugg Jeeyo” to Karan Johar wearing it in one of his stories, the brand has created a niche for itself.
The world sat up and took notice as Riz Ahmed walked the stage at the recent Glastonbury Festival, the largest greenfield music and performing arts festival in the world, dressed in Rastah.
With quirky designs that seem to attract all generations, this brand is shouting out loud the creativity of South Asian designers and crafts. The inclusion of it in “Ms. Marvel” reflects that this brand is for everyone!
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