Khaadi

Khaadi
Khaadi
Native name
 کھاڑی
Private
Industry Consumer Goods
Genre Clothing
Founded December 13, 1999 (18 years ago)
Founder Shamoon Sultan
Headquarters Pakistan
Number of locations
 45 stores (2017)
Area served
 Asia, Europe, Australia, America, Northern America and Middle East
Key people
 Shamoon Sultan (Founder & CEO)
Products Textiles, Apparel
Website www.khaadionline.com

Khaadi (Urdu pronunciation: /khɑːdiː/) (Urdu: کھاڑی - کھڑی‎, is a multinational Pakistani clothing fashion brand founded in 1999 by Shamoon Sultan. It specializes in "hand-woven" technique products, specially a wide clothing range for women in Prét wear, it also provides unstitched lawn, children’s clothing, shoes, bags, jewelry and is scheduled to open a clothing range for men's wear.

Khaadi won numerous industry awards including Lux Style Award for High Street Band thrice, Achievement in Fashion Design - Prѐt and has been nominated at different occasion in several categories at Lux Style Awards.[1] It is regarded as the one of the best fashion brands in Pakistan.[2]

History and operations

The first boutique was opened in Karachi's Zamzama in 1999 and received wide spread acclaim in short-span of two weeks, talking to Dawn News Shamoon accounts that, "We started getting feedback from day one. We were stocked out in two weeks and we had to shut down the store."[3]

khaadi then expands to multi-stores with in two years of its inception and introduced wide range of womenswear of Luxury Pret and lawn.[4] Arshad Abdullah serves as an interior designer for Khaadi stores at Pakistan, UK and UAE.[5] Besides clothing stores, company has total of five Khaadi Home stores which offers duvet covers, bed covers, bed sheets, cushion covers, tableware, wall clocks, etc.[6]

Khaadi 2011 logo to present

In 2010, Khaadi expanded internationally by opening stores in the UAE first in Dubai and later in Abu Dhabi. In 2013, after global success of brand stores were planned in Malaysia and UK.[7] In 2014, Khaadi opened a 1,630 sq ft store in Bull Ring, Birmingham at Bull Ring shopping centre and other locations include Westfield London and Westfield Stratford City, Birmingham, UK.[8] Company also opened a store in Highcross Leicester, UK in September 2015.[9][10] A 22,000-square-feet of Khaadi store was opened in September 2015 at Karachi’s Dolmen Mall Clifton.[11]

Khaadi have built more than 40 stores in Pakistan as well as stores in United Arab Emirates, Saudi Arabia, Canada, Mexico, America, Australia, Malaysia and United Kingdom.[12] Despite being awarded for menswear, Khaadi never introduced men's clothing at wide global level, but as of 2014, brand is currently in its final stages for reprising it menswear clothing in its stores.[13] It is currently developing a western fashion brand Khaadi West.

Controversy

Khaadi has been accused of alleged labor abuse through severe work conditions and mistreatment and underpayment of employees. [14] Protests by Khaadi employees went viral on social media, which led to general public calling for reform of their labor policies. [15]

Awards nominations

Nominated
year of work		 Award Category Recipient(s) Result
2001 1st Lux Style Awards Best Designer Menswear Shamoon Sultan Won
2010 10th Lux Style Awards Best Achievement in Fashion Design - Prѐt
2011 11th Lux Style Awards Best High Street Brand
Best Achievement in Fashion Design - Pret Nominated
Best Achievement in Fashion Design - Lawn
2012 12th Lux Style Awards Best High Street Brand Won
2013 13th Lux Style Awards Best High Street Brand
Best Achievement in Fashion Design - Prѐt Nominated
2014 14th Lux Style Awards Best Achievement in Fashion Design - Lawn

References

  1. ↑ "Nominees announced for 2014 Lux Style Awards". Daily Times. August 12, 2014. Archived from the original on August 19, 2014. Retrieved August 19, 2014.
  2. ↑ "Best of the Bands, Khaadi, Sana Safizan, Gulabo, Deepak Perwani and Saniya Mskatya". Maliha Rehman. News on Sunday. August 31, 2014. Retrieved November 28, 2015.
  3. ↑ "Khaadi's multinational ambitions-Shamoon Sultan, CEO, Khaadi, on his vision for the brand and the future of prêt wear in Pakistan.". Marylou Andrew. Dawn News. September 1, 2015. Retrieved November 28, 2015.
  4. ↑ "Khaadi the label". BestoStyle. Retrieved December 5, 2014.
  5. ↑ "Khaadi Retail Project-Interior design, coordination and top supervision". Arshad Shah Abullah. Retrieved November 28, 2015.
  6. ↑ "Khaadi comes Home to Lahore". Mehek Saeed. The Express Tribune. June 8, 2015. Retrieved November 28, 2015.
  7. ↑ "Khaadi to open six regional stores in 2015". Drapersonaline. Retrieved November 28, 2015.
  8. ↑ "Khaadi the fashion brand". Ufaq Ahfaque. Brandsynario. July 2, 2013. Retrieved December 5, 2014.
  9. ↑ "Khaadi steps out in London". Aisha Jamil. January 4, 2015. Retrieved November 28, 2015.
  10. ↑ "Bullring move for Pakistani retailer Khaadi". Graeme Brown. Birmingham Post. December 18, 2014. Retrieved November 28, 2015.
  11. ↑ "The rat-race to London – Khaadi strides ahead, the others just sell lawn". The Express Tribune. Retrieved November 21, 2015.
  12. ↑ "Khaadi The Brand". Style.pk. Retrieved December 4, 2014.
  13. ↑ "Going Global: Khaadi sets foot in London’s Westfield Malls". The Express Tribune. Retrieved November 28, 2015.
  14. ↑ "Exclusive: Khaadi ripping off workers of over Rs100 million every year - The Express Tribune". The Express Tribune. 2017-08-11. Retrieved 2017-08-12.
  15. ↑ "Protest by Khaadi workers goes viral on social media, management rejects allegations | SAMAA TV". Samaa TV. Retrieved 2017-08-12.
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