Longtrepreneur continues to bring the best-in-class tech and business leaders to get their take on long-term thinking in the world of Commerce, Corporate Communications, Technology, Fashion and Entrepreneurship.
This week’s “Take the L” series guest is a personality who needs no introduction: Shamoon Sultan (Founder and Chief Executive Officer).
Here is the conversation in an interview format between Yawar Abbas (Longtrepreneur and Chief Executive Officer – Khaadi).
What is the design psychology of Khaadi?
The brand’s designs are known for their vibrant colours, intricate craftsmanship and connection to Pakistani and Eastern culture and heritage. Khaadi’s aesthetic is a mix of traditional and modern elements, which helps create a unique and contemporary feel. Khaadi is committed to innovation and pushing the boundaries of fashion, which means the brand is always looking to champion self-expression, offering customers the freedom to express their individuality through evolving designs.
In addition to its focus on fashion, Khaadi also places a strong emphasis on providing high quality, customer-focused retail experiences, ensuring that customers have a pleasant and enjoyable shopping experience.
What has been your most significant learning moment while building Khaadi over the past 25 years?
The most significant learning for me has been that disruption isn’t a phase, it’s the foundation of growth. It’s not something you plan once, it’s something you commit to every day.
When I founded Khaadi in 1998, disruption looked like a handwoven fabric store in a market dominated by unorganised retail. It was a bold bet on heritage at a time when tradition wasn’t seen as modern. But it became clear very early on that if we wanted to stay relevant, we had to keep evolving.
By 2002, we introduced women’s ready-to-wear, marking a pivotal shift from being product-focused to customer-centric. In 2012 with the launch of Fabrics, which transformed Khaadi into a fast fashion retail brand, pushed us to operate with greater agility, speed and scale. From there, we expanded into a lifestyle ecosystem:, Home in 2013, Accessories in 2016, Fragrances in 2019 and The Home Café in 2023, each driven by the belief that Khaadi could live far beyond clothing.
By 2021, we brought that vision full circle with our first Experience Store, not just a place to shop, but a space to engage, explore and connect. Year on year, we continue to open Experience Stores not just in Pakistan, but globally.
Looking back, Khaadi’s growth has never been about keeping up with trends or ticking boxes. It’s been about staying true to our core while continuously disrupting our own playbook before the market ever asks us to.
Does Khaadi have corporate stores in the GCC region, or are they licensed?
Khaadi’s presence in the GCC region such as in the UAE is through company-owned (corporate) stores, not licensed or franchised operations. All international locations, including those in the GCC, are directly managed by Weaves Group.
You consistently advocate for giving new and inspiring entrepreneurs a chance to succeed. Do you foresee Khaadi selling clothing designed by new designers?
At Khaadi, we believe in creating space for creativity to thrive and giving new voices a chance to be heard. That’s why we launched Kreate Your Mark, an initiative dedicated to supporting young and inspiring women entrepreneurs, from fashion designers to jewelry makers, candle creators, furniture artisans to name a few.
This platform offers visibility, mentorship and resources to help them grow and succeed, while it opens pathways for successful Kreators to join our supply chain.
It’s not just about nurturing fashion talent, but about encouraging innovation across creative industries and building a future where women-led businesses can flourish. Through Kreate Your Mark, we aim to empower the next generation of entrepreneurs to leave their mark on the world.
As one of the pioneers in the Pakistani clothing industry, how have you seen Pakistan’s fashion landscape evolve?
It has been an incredible journey. When we began, fashion in Pakistan was largely traditional, shaped by cultural norms, with little exposure to global trends or local innovation. Most consumers prioritised seasonal wear, and formal tailoring dominated the landscape.
Over time, the shift has been dramatic. In urban centres like Lahore, Karachi and Islamabad, where hypermarkets and superstores are concentrated, the fashion industry has grown rapidly. The entry of both international and local brands has expanded consumer choice, offering quality and value that were once limited.
Digital media has amplified this transformation. Fashion weeks and platforms like Instagram have not only inspired consumers but also educated them, making them more experimental, style-conscious and brand-aware.
Perhaps the most significant change has been the rise of Ready-to-wear. Once a niche concept, is now one of the industry’s strongest segments. Today’s consumer values both convenience and style and expects brands to deliver on both. This has redefined how fashion is designed, produced and communicated in Pakistan.
What is the one quality you admire about your father that kept you going forward during the struggling phase of Khaadi?
My father has this rare quality of truly seeing people for who they are, not just at face value, but in their essence. He observes, tests and only then forms an opinion and once he does he stands by it. It’s a quality I deeply admire and still hope to fully learn from him. What I did take from him, though, was his principle of honest hard work. In the early days of Khaadi, when nothing came easy, that lesson grounded me. I had seen him run his business with discipline and commitment, never cutting corners and never expecting results without effort. That spirit continues to guide me today.
What is your 50-year vision for Khaadi?
My 50-year vision for Khaadi is clear, to build it into a globally celebrated brand that stands shoulder to shoulder with the best in the world.
We started with a simple idea, to bring craft and creativity together in a modern way. That idea still drives us. But over the next five decades, it’s about scale, relevance and disruption, globally. Getting there means doing more than just expanding. We must create real experiences, not just stores that sell products, but spaces that engage people, represent culture and reflect how people live and shop today. Whether it’s a flagship Experience Store in London or a digital platform that feels personal, the customer experience must be unforgettable.
Khaadi has always been fearless in its spirit. Over the next 50 years, we will remain true to that essence, but with more focus, discipline and a stronger global outlook in how we think and operate.
What’s the one thing you would say to your 20-year-old, given the experience you have attained while building Khaadi?
I look at this question in two ways. I would tell my son Nael, this, be very fair with money and even more fair with people. The way you handle both will define your reputation, your relationships and your long-term success. Business isn’t just about profit, it’s about trust. If you’re honest with people, treat them with respect and don’t cut corners with money, the right people will stay with you and the wrong ones will filter out.
If I could share one piece of advice with my 20-year-old self, it would be this, be more mindful about who you place your trust in. Being open is important, but it doesn’t mean lowering your guard. Not everyone who says they’re with you truly is and misplaced trust can cost you time, resources and sometimes even relationships. Trust your instincts more, take your time in forming opinions about people and give yourself the space to assess. It will save you from making mistakes.
