The concept of Sustainable Fashion is still new in the Pakistani fashion industry. Only a handful of brands in the country are practicing sustainable couture and the number of individuals practicing slow fashion is even less. Nasheman is an upcoming startup that aims to bridge this gap between knowledge and practice of sustainable fashion.
Launched in December 2019, the brand has already made some waves in the fashion industry and received endorsement from renowned celebrities including Misha Shafi, Eman Suleman, Vardah Aziz, Mushk Kaleem, Marium Azmi, and Minelle V.
Nasheman describes itself as “a nest for preservation of craft and sustainable fashion of Pakistan”. Currently supporting the artisan community through handmade ancestral craft, the brand uses GOTS certified organic cotton, ghost nets, walnut wood, bamboo wood, upcycling textile waste, and recycling following circular fashion system.
The brand has already been showcased in 2019 at the Dubai, Russia, and Berlin Fashion Week(s). While in Berlin, Waqar J. Khan, Founder Nasheman, was introduced to Claudia Hoffman, Board Member Berlin Fashion Week Council, and became the only Pakistani representative at the NEONYT Fashion Week SS19 Berlin – the global hub for fashion, sustainability, and innovation.
“We are all guilty of consuming fast fashion, not because we don’t support sustainable fashion but the fact that there are not many slow fashion options around us. The fast fashion industry is responsible for producing 20 percent of global wastewater and five percent of global emissions – all of this is apart from the fact that the people working on the ground are under horrible conditions resulting in thousands of deaths each year. With Nasheman, we hope to bring sustainable fashion to Pakistan,” commented Waqar J. Khan, Founder Nasheman.
Recently graduated from The Nest I/O, Nasheman was formally launched in Pakistan in December 2019 and already has many influential personalities as their client, including Mushaf Hai, Asifa Bhutto, Reham khan amongst others. The startup is looking to launch in Europe, UK, and USA in 2020 and showcase Pakistan’s craft in the international market. The startup has been collaborating with renowned organizations like Olive Ridley Project and Hunar Ghar for their production and aims to continue collaborating in future to promote sustainable fashion within and outside Pakistan.
Nasheman will be showcasing their designs at the Fashion Pakistan Week 2020 in April.
About The Nest I/O
A project of P@SHA, The Nest i/o was set up 5 years ago in partnership with global partners Google for Startups to support incubation and acceleration of startups and to grow the startup ecosystem.
Image Credits: The Nest I/O