# Khaadi
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{{Short description|Pakistani fashion and lifestyle brand}}{{About|the fashion brand|the hand-woven cotton cloth|Khadi}}
{{Use dmy dates|date=February 2021}}
{{Use Pakistani English|date=August 2025}}
{{Infobox company
| name = Khaadi
| logo = Khaadi logo (2022).png
| image = Khaadi, Packages Mall, Lahore.jpg
| trade_name = Khaadi
| type = [Private](/source/Privately_held_company)
| founder = Shamoon Sultan
| area_served = [Asia](/source/Asia), [Europe](/source/Europe), [Australia](/source/Australia), [America](/source/America), [Northern America](/source/Northern_America) and [Middle East](/source/Middle_East)
| industry = [Retail](/source/Retail)
| genre = [Clothing](/source/Clothing)
| products = [Textiles](/source/Textiles), [Apparel](/source/Apparel)
| website = {{URL|www.khaadi.com}}
| founded = {{Start date and age|1998|12|13|df=yes|p=yes}}
| hq_location_country = [Pakistan](/source/Pakistan)
| num_locations = 63 stores (2022)
}}
'''Khaadi''' ({{Langx|ur|{{nq|کھادی}}}}, {{IPA|ur|kʰaːd̪iː|pron}})[{{Cite book |title=Oxford Urdu-English Dictionary |date=12 September 2013 |publisher=[Oxford University Press Pakistan](/source/Oxford_University_Press) |isbn=9780195979947 |editor-last=Salimuddin |editor-first=S.M. |location=Pakistan |language=ur, en |script-title=ur:اوکسفرڈ اُردو انگریزی لغت |chapter=khādī |script-chapter=ur:کھادی |editor-last2=Anjum |editor-first2=Suhail |editor-last3=Parekh |editor-first3=Rauf |editor-link3=Rauf Parekh |editor-last4=Mahmud |editor-first4=Tariq}}] is a Pakistani fashion and lifestyle brand, founded in December 1998. Its headquarters are located in [Karachi](/source/Karachi). As of 2015, it operates 46 stores in 17 cities across Pakistan and 17 stores across the [United Kingdom](/source/United_Kingdom) and the GCC.[{{cite web |date=June 8, 2015 |title=Khaadi comes Home to Lahore |url=http://tribune.com.pk/story/899956/khaadi-comes-home-to-lahore/ |access-date=November 28, 2015 |work=Mehek Saeed |publisher=[The Express Tribune](/source/The_Express_Tribune)}}][{{cite web |title=Khaadi The Brand |url=http://style.pk/tag/khaadi/ |access-date=December 4, 2014 |publisher=Style.pk}}] As of 2022, Khaadi operates 60 stores in 30 cities within Pakistan.[{{Cite web |last=Rehman |first=Rida |date=2022-09-01 |title=Khaadi Pakistan – Brand Story, Collections, Speciality and Much More |url=https://startuppakistan.com.pk/khaadi/ |access-date=2023-06-01 |website=Startup Pakistan |language=en-US}}]
==History==
Khaadi was founded in 1998 by [Shamoon Sultan](/source/Shamoon_Sultan), and the first store was opened in [Zamzama](/source/Zamzama_Park), [Karachi](/source/Karachi) in 1999.[{{cite web |date=September 1, 2015 |title=Khaadi's multinational ambitions-Shamoon Sultan, CEO, Khaadi, on his vision for the brand and the future of prêt wear in Pakistan. |url=https://aurora.dawn.com/news/1141216/khaadis-multinational-ambitions |access-date=November 28, 2015 |work=Marylou Andrew |publisher=[Dawn News](/source/Dawn_News)}}] Khaadi was originally a handwoven clothing brand. The brand then expanded to multiple stores within two years of its inception and introduced multiple product lines.[{{Cite web |date=10 July 2014 |title=Best Home Styles |url=https://www.beststylo.com/ |archive-url=https://web.archive.org/web/20141117154126/http://www.beststylo.com/khaadi-summer-lawn-dresses-volume-2-for-women-2014/ |archive-date=17 November 2014 |access-date=2025-06-25 |website=Best Home Styles |language=en-US}}] By 2002, Khaadi expanded its product line to include women's ready-to-wear items and later ventured into women's luxury wear with Khaadi Khaas in 2008.{{Citation needed|date=June 2025}}
In 2010, Khaadi expanded internationally as it opened stores in the [UAE](/source/UAE): first in [Dubai](/source/Dubai), and later in [Abu Dhabi](/source/Abu_Dhabi). In 2013, store launches were planned for the [UK](/source/UK).[{{cite web |date=5 December 2014 |title=Khaadi to open six regional stores in 2015 |url=http://www.drapersonline.com/news/khaadi-to-open-six-regional-stores-in-2015/5067028.article |access-date=November 28, 2015 |publisher=Drapersonaline}}]
Khaadi transitioned into a [fast fashion](/source/fast_fashion) retail brand in 2015. Khaadi introduced Khaadi Kids and Khaadi Home from 2012 to 2013, followed by the launch of Khaadi Fragrances in 2019. By 2016, its revenue had reached 16 billion.[{{Cite web |last=Tirmizi |first=Farooq |date=2017-09-25 |title=Pakistan's first fashion billionaire? |url=https://profit.pakistantoday.com.pk/2017/09/25/pakistans-first-fashion-billionaires/ |access-date=2023-01-13 |website=Profit by Pakistan Today |language=en-US}}]
In 2020, Khaadi enlisted [Landor & Fitch](/source/Landor_%26_Fitch)'s help in designing The Experience Hub,[{{Cite web |last=Hasan |first=Taniya |date=2021-12-28 |title=Hit Refresh: Khaadi's Brand Asset Transformation |url=https://aurora.dawn.com/news/1144267 |access-date=2022-10-20 |website=Aurora Magazine |language=en}}][{{Cite web |date=2021-12-15 |title=Khaadi is Wild About you and the New Experience Hub proves it |url=https://www.hmagpak.com/15-Dec-2021/khaadi-is-wild-about-you-and-the-new-experience-hub-proves-it |access-date=2022-10-20 |website=H! Pakistan |language=en-US}}] which opened in December 2021. It is a 32,000 square-foot space in Karachi that functions as a retail space with its own cafe.
In 2014, Khaadi opened a 1,630 square-foot store at the [Bull Ring shopping centre](/source/Bull_Ring%2C_Birmingham) in [Birmingham](/source/Birmingham), and other locations in [Westfield London](/source/Westfield_London) and [Westfield Stratford City](/source/Westfield_Stratford_City) in [East London](/source/East_London). It proceeded in September 2015 to open a store in [Highcross Leicester](/source/Highcross_Leicester)[{{cite web |date=January 4, 2015 |title=Khaadi steps out in London |url=http://tns.thenews.com.pk/khaadi-steps-london/#.VlnxhnYrLIV |url-status=dead |archive-url=https://web.archive.org/web/20151208112126/http://tns.thenews.com.pk/khaadi-steps-london/#.VlnxhnYrLIV |archive-date=December 8, 2015 |access-date=November 28, 2015 |work=Aisha Jamil}}][{{cite web |date=December 18, 2014 |title=Bullring move for Pakistani retailer Khaadi |url=http://www.birminghampost.co.uk/business/commercial-property/bullring-move-pakistani-retailer-khaadi-8233927 |access-date=November 28, 2015 |work=Graeme Brown |publisher=[Birmingham Post](/source/Birmingham_Post)}}] and a 22,000 square-foot store at Karachi's [Dolmen Mall](/source/Dolmen_City) Clifton.
In May 2017, workers at Khaadi began nation wide protests following the dismissal of 32 workers for attempting to enforce their rights under Pakistani labor law, demanding an end to mistreatment in the garment sector - such as long working hours, payment below minimum wage, and hazardous working condition.[{{cite news |title=“No Room to Bargain” Unfair and Abusive Labor Practices in Pakistan |url=https://www.hrw.org/report/2019/01/23/no-room-bargain/unfair-and-abusive-labor-practices-pakistan |access-date=13 May 2026 |publisher=Human Rights Watch |date=23 January 2019}}] Even after a deal was reached with union leaders, labor actvists reported that the issues persisted. [{{Cite web |last=Parton |first=Mitchell |date=2024-07-18 |title=Pakistani fashion brand Khaadi makes first moves in U.S. |url=https://www.modernretail.co/operations/pakistani-fashion-brand-khaadi-makes-first-moves-in-u-s/ |access-date=2024-07-23 |website=Modern Retail |language=en}}][{{Cite web |date=2024-02-21 |title=Pakistani clothing store Khaadi to open at Tysons Corner Center this week {{!}} FFXnow |url=https://www.ffxnow.com/2024/02/21/pakistani-clothing-store-khaadi-to-open-at-tysons-corner-center-this-week/ |access-date=2024-07-23 |website=www.ffxnow.com |language=en-US}}]
==Brand identity==
The word Khaadi is coined from the word Khaddi (pronounced [kʰaːdiː], Khādī), meaning [handloom](/source/Loom). The fingers in the original logo signified the weavers’ hands and the work that goes into the final product.