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Pakistan’s leading retail brand Khaadi has risen to international prominence over the last 24 years. With stores in its home country, the UAE, and the UK, it is on the path of taking fashion worldwide.

We spoke to Founder and CEO Shamoon Sultan about turning a simple idea into a multi-faceted business.

Khaadi, taken from the Urdu word khadi, means ‘handloom.’ This traditional device for interlacing two sets of yarn, forming the basis of many items of long-established clothing, evokes a sense of heritage and cultural authenticity.

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History ; Khaadi was founded in by Shamoon Sultan ; By , Khaadi expanded its product line to include women's ready-to-wear items and later ventured into.

It is no coincidence that Shamoon Sultan chose it for the name of his nascent clothing company in Karachi, Pakistan in 1998.

Humble beginnings

In its earliest incarnation, operating out of one location in Karachi’s Zamzama district, Khaadi was a handwoven clothing brand.

However, this changed quickly, and within two years of trading, further sites stores were opened and product lines diversified.

“I was a 25-year-old