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ABR 2025 26(Entrepreneurial)printed 71 · PDF 85
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Kiraaz Apparel is a modern Pakistani
streetwear
brand
that
fuses
Urdu
poetry, literature, and cultural heritage
with
contemporary
fashion
design.
Kiraaz was co-founded in 2024 by
Wajahat Khan and Umama Sumair, two
creatives who share a passion for
storytelling and design. The name
Kiraaz, which means chery in Turkish,
symbolizes nostalga, rarity, and timeless
beauty. This essence captures the
brand’s mission, to preserve South Asia
culture and poetry by turning it into
wearable art.
Brand Purpose & Vision:
Kiraz was born out of the desire to make
Urdu poetrt more relatable, celebrated,
and visible in today’s world, especially
among the youth. By combining the
world of streetwear with the literary
heritage, Kiraz aims to:
-Keep Urdu poetry alive through a
modern medium
-Create
a
platform
for
cultural
storytelling in fashion
-Establish
Pakistani
streetwear
as
globally relevant
Its long term vision is to become
globally
recognized
South
Asia
streetwear
label,
merging
Eastern
heritage
with
Western
streetwear
culture, while inspiring individuality and
creativity.
Product & Services:
Kiraz Apparel currently offers:
-Streetwear
T-Shirts
&
Hoodies
Featuring verses from iconic Urdu
poets.
-Collectible Packaging – Each product
comes in a hardcover booklet-style box
that includes designs and excerpts of
poetry, turning unboxing into an art
experience.
What makes Kiraz unique is that every
product tells a story. Each piece is
carefully designed with handpicked
verses,
custom
typography,
and
nostalgic details, making it more than
just clothing it’s a cultural collectible.
People Behind Kiraz
Founders: Wajahat Khan and Umama
Sumair
-Inspiration: Their mutual love for Urdu
poetry, nostalgia, and culture inspired
them to create Kiraz as a medium to
preserve and promote South Asian
stories.
-Fun Element: Beyond fashion, Kiraz is
focused on experience. The unboxing
itself is part of the brand’s storytelling
packaging is treated like a collector’s
item, enhancing the cultural value.
Target Audience Kiraz targets a mix of:
-Youth/Gen Z – Who resonate with
individuality and urban culture.
-Poetry & Literature Lovers – People
who value Urdu poetry and cultural
heritage.
-Creatives – Designers, writers, and
artists
who
appreciate
storytelling
through design.
-Fashion-forward individuals – Those
who
seek
unique,
meaning-driven
streetwear.
Future Outlook
Over the next 5 years, Kiraz envisions:
Becoming a globally recognized South
Asian streetwear brand.
Collaborating with poets,
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