RASTAH
Branding
Rastah is streetwear a Pakistani streetwear brand that started in 2018. Their unique way of incorporating subcontinental designs into modern fashion has been praised every year having featured in articles in Forbes, Vogue, Vice and BBC.
Rastah’s vision was to save the dying craft of artisans who’s skills have been passed down through generations. The logo features a play of the word Rastah in Urdu along with a thread and needle; the basics of tailoring. The artisan’s of Pakistan have been using the same tools and machines since years. It’s the simplicity of their process that inspired me to create the iconic logo for the brand.
I also had the pleasure of showcasing my work in the hit series Ms Marvel 2022 where Kamala Khan can be seen wearing one my designs made for Rastah in the season finale. The brand has also been worn by celebrities like Riz Ahmed & French Montana.
Artwork done for RASTAH Vol IV
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Dil Ki Chaabi (Keys to the heart)
The symbolic meaning behind the design is an attempt at examining how we as human beings present our best selves to the world, for them to "gain the keys to our heart". The design also features a very common phrase within truck art subcultures, "kher naal aa, kher naal ja", which in english translates to, "May your journey to and from be a safe one".
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Eyes Can't See
Who are we without all the glitter and gold blinding us from the truth ? Life starts and ends with everything that sparkles, because no one likes looking at the distorted, dark and gruesome layers of society. Wrapped up in meaningless bling, are we just dead from the inside?