Karachi — Founder of Pakistan’s globally recognised streetwear brand Rastah, Zain Ahmed, has spoken candidly about the challenges of running an independent fashion label in an increasingly competitive market, while promising a stronger, more focused comeback in 2026.
In an open conversation, Ahmed acknowledged that the past year proved demanding for Rastah, citing rising production costs, operational hurdles and the constant pressure to evolve creatively in a saturated global streetwear space. Despite these setbacks, he stressed that the experience has been a learning curve rather than a setback.
Ahmed reiterated that Rastah’s core identity remains deeply rooted in South Asian culture, storytelling and heritage-driven design. He noted that while international streetwear is often dominated by Western narratives, there is growing space for authentic voices from the region — a space Rastah aims to occupy with confidence and consistency.
Reflecting on internal challenges, the designer admitted that scaling a brand without compromising quality and values requires constant reassessment. He said the team is actively working on refining production processes and long-term planning to ensure smoother operations moving forward.
Looking ahead, Ahmed revealed that 2026 will be a year of recalibration and growth for Rastah, with plans for stronger creative direction, improved execution and meaningful collaborations. He added that the brand aims to reconnect with its community through curated pop-ups and experiences, rather than chasing trends.
The Rastah founder also highlighted the brand’s increasing international recognition as a positive sign for Pakistani streetwear on the global stage, saying it reinforces the idea that local stories can resonate worldwide when told with authenticity.
Ending on an optimistic note, Ahmed said the goal is not just commercial success but cultural impact, ensuring Rastah continues to represent a bold, unapologetic Pakistani identity while evolving with time.
This story has been reported by PakTribune. All rights reserved.