While legacy brands like Khaadi, Gul Ahmed, and Sana Safinaz have dominated the scene for years, a new wave of homegrown clothing brands is making bold moves — and turning heads.

From edgy streetwear to sustainable fashion, 2025 is shaping up to be the year of innovation, storytelling, and digital-first design in Pakistan’s fashion world. If you’re looking to refresh your wardrobe or discover the next big label before everyone else does this list is for you.

1. Salt by Ideas

Ideas by Gul Ahmed has spun off a trendier line: Salt. Targeting the youth market, Salt offers minimalist, fast-fashion-inspired pieces with quality fabrics. It’s a solid pick for those who want style without screaming logos.

2. Zayfied

This Lahore-based brand is building a loyal following with its chic co-ord sets, pastel palettes, and premium quality. Zayfied is all about modern cuts with eastern flair, perfect for the Instagram generation.

3. Kayal

A sustainable clothing brand focused on slow fashion, Kayal emphasizes local craftsmanship and natural dyes. With earthy tones, timeless cuts, and eco-conscious packaging, it's perfect for shoppers who want to look good — and feel good about their purchases.

4. Bonanza Satrangi (New Collections & Youth-Focused Shift)

Another well-known brand that’s making waves with younger audiences thanks to a shift in tone, bolder color palettes, and influencer-friendly styling.

5. Manto

Modern, minimal, and refreshingly gender-neutral — Manto stands out with its subdued tones and poetic marketing. Think linen kurtas, fluid shapes, and storytelling that makes you feel something.