Khaadi

This article is about the fashion brand. For the hand-woven cotton cloth, see Khadi.

Khaadi

Trade name	Khaadi
Type	Private
Industry	Retail
Genre	Clothing
Founded	13 December 1998 (1998-12-13)
Founder	Shamoon Sultan
Headquarters	Pakistan
Number of locations	60 stores (2022)
Area served	Asia, Europe, Australia, America, Northern America and Middle East
Products	Textiles, Apparel
Website	www.khaadi.com

Khaadi (Urdu: کھادی, pronounced [kʰaːd̪iː]) is a Pakistani fashion and lifestyle brand founded in December 1998. Its headquarters are located in Karachi. As of 2015, it operated forty-six stores in seventeen cities across Pakistan and seventeen stores across the United Kingdom and the GCC. As of 2022, the company operated sixty stores in thirty cities within Pakistan.

History

Founding and early growth

Khaadi was founded in 1998 by Shamoon Sultan, and the first store opened in Zamzama, Karachi, in 1999. Khaadi was originally a hand-woven clothing brand. It then expanded to multiple stores within two years of its inception and introduced several product lines.

By 2002, Khaadi had expanded its product line to include women's ready-to-wear items, and it later entered women's luxury wear with Khaadi Khaas in 2008.

International expansion, 2010–2015

In 2010, Khaadi expanded internationally, opening stores in the UAE, first in Dubai and later in Abu Dhabi. Store launches in the United Kingdom were planned for 2013. In 2014, Khaadi opened a 1,630-square-foot store at the Bull Ring shopping centre in Birmingham, with further locations at Westfield London and Westfield Stratford City in East London. In September 2015, it opened a store in Highcross Leicester and a 22,000-square-foot store at Karachi's Dolmen Mall, Clifton.

Diversification and fast fashion

Khaadi transitioned into a fast fashion retail brand in 2015. It introduced Khaadi Kids and Khaadi Home between 2012 and 2013, followed by the launch of Khaadi Fragrances in 2019. By 2016, its revenue had reached sixteen billion.

Labour practices

In May 2017, workers at Khaadi began nationwide protests following the dismissal of thirty-two workers for attempting to enforce their rights under Pakistani labour law, demanding an end to mistreatment in the garment sector, including long working hours, payment below minimum wage, and hazardous working conditions.

Rebranding and recent expansion

In 2020, Khaadi enlisted the assistance of Landor and Fitch in designing The Experience Hub, a 32,000-square-foot space in Karachi that opened in December 2021 and functions as a retail space with its own café.

In 2024, Khaadi expanded its operations in the United States with a 5,500-square-foot "Experience Store" at Tysons Corner Center in Virginia.

Brand identity

The word Khaadi is derived from khaddi (pronounced [kʰaːdiː], khādī), meaning handloom. The fingers in the original logo signified the weavers' hands and the work that goes into the final product.

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  1999
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  2010
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  2013
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  2018
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  2021–present