Rastah

Rastah - Urdu for 'path' - was founded in 2018 by cousins Zain, Ismail and Adnan Ahmad, with Zain splitting his upbringing between Lahore, London, Toronto and Vancouver. Originally a vehicle to sell Pakistani handwoven fabrics, it pivoted into luxury streetwear that runs Pakistani hand-looms, wood-block printing and other regional craft through Western silhouettes. Zain made the Forbes 30 Under 30 Asia list in 2022, and Rastah became the first Pakistani brand to show at London Fashion Week in 2023. The label has dressed Zayn Malik, Timothée Chalamet, Barry Keoghan, Justin Bieber and Anil Kapoor, and has set the template for what Pakistani fashion looks like on a global stage.