When it comes to streetwear, we are well aware of the famous brands like Supreme, Nike, and Yeezy. These items of clothing represent the subcultures of urban youth. Emerging in the 90s, streetwear has become a whole another aesthetic; The contemporary fashion style encompasses loose hoodies, jackets, denim, and everything in between.
What sets it apart from all the other styles is the personal stamp that each streetwear enthusiast likes to feature on their outfits. The idea of promoting sub-cultures and customizing the designs to suit a person’s own taste and liking is why most people find it attractive.
But when it comes to representation from South Asia, you could find nothing that could be called South Asian streetwear until a couple of years ago. Zain Ahmad, Ismail Ahmad, and Adnan Ahmad launched a clothing line by the name of Rastah.
Zain, the creative director, explained how they did it for the love of fashion and did not expect the support that they have been getting since 2018.
We really just did it from the heart. It started off almost casually, but then we gained some traction. We didn’t expect that.
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He also added that he visits nearby villages and artisans to learn the cultural arts and crafts of designing. The Rastah team consists of artisans from all around Pakistan, and they play a major role in the creation of these pieces.
We learn from them, they learn from us. The artisans and printers have the technical expertise and the rawest, purest form of artisanship. So their share of skills is very present in the work.
Their inspiration doesn’t come from social media or the internet. It hasn’t ever been tampered with.
Their goal includes promoting the hard work of these artisans that work day in and day out but never get the true recognition that they deserve.
Artisanship in Pakistan is viewed in a very myopic way. For example, a block printer in Gujarat would be confined to making bedsheets. You wouldn’t be able to enter the fashion industry, making beautiful clothes that speak to a wider audience. We’re shifting this path.
Even amidst the coronavirus pandemic, the founders of Rastah are helping their team with ration bags and supplies.
We want to take care of the people who have helped us to make the pieces our audience has come to know and love.
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Another one of their aims is to promote our culture and bring Pakistani streetwear fashion into the limelight that it deserves.
There are not many of us [South Asian streewear] brands at all. The prints are definitely not laid out in a way you would see in traditional fashion. Instead, we incorporated those designs into a typical grunge, streetwear aesthetic
Their line included hoodies, oversized sweatshirts, denim jackets, and hoodies. Each carefully designed with historical and cultural representations through graphics.
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The brand is not only gaining popularity in South Asia but also in the Western and Middle Eastern countries.
I think they can find solace in it. Representing a country’s culture is an educational process, and a lot of clients who belong to the diaspora find [our designs] to be empowering.
Zain says the mix between Western silhouettes and traditional Pakistani designs was long overdue.
For too long, Pakistan has been viewed as a cog in the global supply chain, and nothing more. We have never been at the forefront of fashion. This is about changing the narrative and taking things into our own hands. And we want to be unapologetic about it.
Have anything to add to the story? Let us know in the comments section.
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via Vice.com
