- Value-added apparel exports, international branding, and digital platforms drive Pakistan’s clothing brands globally
- Leading brands like Khaadi, Gul Ahmed, and Outfitters weave culture, economy and growth
Pakistan’s textile and apparel sector is more than just threads and fabrics. It is a cornerstone of the national economy, a symbol of cultural identity, and an increasingly visible player on the global stage. In the face of economic headwinds and structural challenges, the growth of leading domestic brands offers both hope and a roadmap for economic resilience through value addition, export expansion, and international branding.
The Economic Backbone: Textiles and Apparel in Pakistan
Textiles remain the largest industrial sector in Pakistan. They account for about 60% of total exports, contribute roughly 8.5% to GDP, and employ nearly 40% of the country’s industrial labor force touching the lives of an estimated 15 million people directly or indirectly. However, this macro story masks evolving trends within the industry. While Pakistan remains one of the world’s top cotton producers, the raw material shortage, rising energy costs, and shrinking cotton output have squeezed margins and competitiveness. At the same time, a strategic shift from commodity exports to value-added textile and apparel products such as ready-made garments and knitwear is underway. These segments have demonstrated resilience, with value-added exports reaching new highs and contributing to a more diversified export mix.
| Metric | Value |
|---|---|
| Textile & Apparel Exports (FY 2025) | ~$17.9 billion ↑7.2% YoY* |
| Textile & Apparel Exports (Q1 FY26) Value-Added | ~$4.0 billion |
| U.S. Exports (Textiles) | ~10.4% ↑ to $4.2 billion |
| Source: Pakistan Bureau of Statistics and industry association figures 2025 | |
These figures underscore that value-added apparel exports, which are the lifeblood of branded clothing firms, are gaining momentum; even amid global demand volatility.
Wearing the Nation’s Brand: Leading Clothing Labels
Domestic brands are no longer confined to local markets. Established and emerging fashion houses are crafting identities that blend Pakistan’s rich cultural heritage with global fashion sensibilities. This evolution has an economic logic i.e. higher margins, stronger export potential, and brand equity that transcends borders.
Khaadi : Tradition Meets Global Appeal
founded in 1998, Khaadi has become one of Pakistan’s most globally recognized fashion brands. Known for its signature hand-woven textiles and contemporary designs, Khaadi has launched flagship stores in Toronto and Riyadh, along with localized e-commerce platforms serving Europe, North America, and the Middle East. Where, Khaadi’s success demonstrates how heritage craft can be modernized for global consumption. It generates a powerful lesson for other brands seeking international growth.
Gul Ahmed: Classic Quality, Integrated Reach
as a stalwart of Pakistan’s textile industry, Gul Ahmed combines strong manufacturing capability with fashion retail. Its premium cotton fabrics and ready-to-wear lines are now sought after in Germany and France, driven by sustainability trends and quality consciousness in Western markets. Gul Ahmed’s integration from farm to retail floor highlights the economic advantage of vertically integrated production, which boosts quality control and export readiness.
Outfitters: Urban Youth on the Move
epitomizes Pakistan’s modern, Gen-Z fashion. Its casual wear and street wear collections have found receptive audiences beyond borders via platforms like Zalando and ASOS aligning with global digital commerce trends. As an export-oriented brand, Outfitters reflects how digital channels can circumvent traditional market barriers and directly connect emerging brands with international consumers.
Sana Safinaz: Luxury with an International Footprint
synonymous with luxury and craftsmanship, Sana Safinaz has showcased collections at global fashion weeks like Dubai and London. Its focus on eco-conscious luxury caters to discerning buyers in Europe and North America; a segment with higher profit margins and brand prestige. This strategic positioning illustrates how niche luxury brands can amplify national fashion narratives abroad.
Sapphire: From Local Favorite to Global Retailer
has grown into a significant retail presence, with tens of domestic outlets and an international e-commerce footprint serving customers in over 20 countries. By emphasizing contemporary fashion with broad appeal, Sapphire exemplifies how mid-market brands can scale internationally through Omni channel strategies.
Emerging and Niche Players: Brands like Bareezé (operating 450+ stores globally), Rastah (first Pakistani label at London Fashion Week), and Farah Talib Aziz (luxury designer brand) are further expanding Pakistani fashion’s global footprint.
Economic Imperatives & Global Strategy: From an economist’s lens, clothing brands beyond cultural exports are vector points for structural transformation. They help Pakistan through:
- Add Value and Move up the Export Ladder: Raw cotton and yarn command thin global margins. In contrast, finished apparel and branded products fetch higher prices, strengthen trade balances, and reduce vulnerability to commodity price shocks. Export data reflects this ongoing pivot toward value-added segments.
- Capture Global Niches through Branding: International retail is not just about selling goods but it’s about selling identity. Brands like Khaadi and Sana Safinaz leverage Pakistani heritage and craftsmanship to appeal to the diaspora and global fashion consumers. These intangible assets translate into premium pricing and long-term loyalty.
- Leverage Digital Platforms for Market Access: E-commerce marketplaces have leveled the playing field, enabling mid-sized Pakistani brands to reach customers in Europe, North America, and the Gulf without traditional distribution costs.
- Navigate Trade Barriers and Diversify Markets: While exports to the U.S. increased recently with significant textile export share going into that market shifting tariff regimes and global competition require strategic diversification to Asia, Africa, and Latin America.
Charting the Future: Risks & Recommendations
Risks remain. Domestic production constraints such as cotton supply disruptions and energy cost pressures that could hinder competitiveness. Meanwhile, export volatility due to global economic cycles has recently caused short-term declines in some months.
Policy and business recommendations
include:
- Investing in cotton production and supply chain efficiency to reduce import dependence.
- Strengthening trade diplomacy and tariff mitigation strategies .
- Supporting brand incubation and export financing for small and medium labels.
- Promoting design innovation and sustainability standards to meet international consumer expectations.
For many Pakistanis, these brands aren’t just labels but they are part of celebrations, daily life, and personal expression. Lawn collections, festive wear, bridal couture, and casual ensembles serve distinct roles in a wardrobe shaped by seasons, occasions, and culture. Even within street wear and new fashion segments, smaller labels from emerging designers to culturally driven brands contribute to a richer fashion and textile tapestry. For example, street wear labels that mix Eastern motifs with modern silhouettes are gaining traction among younger consumers, expanding Pakistan’s fashion narrative beyond traditional lines. As Pakistan moves deeper into 2026, the clothing industry stands out as a vibrant economic and cultural force. From household names with decades of heritage to newer brands redefining affordability and trendiness, the landscape is rich and multi-layered. What unites these brands is their ability to be both local and global reflecting Pakistan’s cultural legacy while pushing the boundaries of contemporary style. For consumers and fashion lovers alike, the growth of these brands signals not just economic success, but a distinct identity rising on the world stage because Pakistan’s leading clothing brands are the economic ambassadors weaving the country into global value chains. By embracing value addition, international branding, and digital access, these labels are redefining Pakistan’s role in the global fashion economy. What started as local retail champions now stand as testaments to how culture, economics, and globalization can stitch new patterns of growth.
The Author is MD IRP /Faculty department of H&SS- Bahria University Karachi