In Pakistan, Streetwear Is More Than Just Fashion•
Posted on November 27 2018
In Karachi, young creatives are working hard to build an underground scene around fashion, music and art in an effort to boost their country’s cultural capital. And HeF Clothing—widely recognized as Pakistan’s first modern streetwear label—plays a central role in that movement. The online brand, which launched in January 2017, seeks to change deep-rooted misconceptions about the South Asian state with casual attire that champions carefree style, liberal ideals and most importantly, local pride. Its loose-fit cotton collections celebrate Pakistani heroes such as Qawwali musician Nusrat Fateh Ali Khan and painter/calligrapher Sadequain. One series is based around a simple design of three swords that represents Karachi’s iconic Teen Talwar monument.
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