Shamoon Sultan, the founder and CEO of Khaadi, is widely regarded as one of Pakistan’s most influential entrepreneurs and a pioneer in the fashion & retail industry. His journey from a small clothing outlet to an international fashion powerhouse is a testament to his creativity, vision and dedication to promoting Pakistani craftsmanship on a global stage!
Born and raised in Karachi, Shamoon Sultan completed his education in textile design from the Indus Valley School of Art and Architecture (IVSAA). During his studies, he developed a deep appreciation for traditional handloom weaving — an art form that was slowly fading from Pakistan’s textile industry. Realizing its cultural and artistic value, Shamoon decided to revive this craft by blending traditional weaving techniques with contemporary fashion aesthetics. This vision led to the birth of Khaadi in 1998, when he opened his first store in Karachi.
The name “Khaadi,” which means “handwoven” in Urdu, perfectly captured the essence of the brand. What began as a single store offering handwoven fabric soon grew into a household name, admired for its unique fusion of heritage and modernity. Shamoon’s approach was different from others in the market — he focused on storytelling through design, celebrating local artisans, and preserving Pakistan’s cultural identity through fashion.
Under Shamoon’s leadership, Khaadi evolved from a fabric retailer into a complete lifestyle brand. Today, it offers a wide range of products, including unstitched and ready-to-wear clothing, accessories, fragrances, home textiles, and even décor. The brand’s expansion was not limited to Pakistan; Khaadi successfully established its presence in several international markets such as the United Kingdom, United Arab Emirates, and Qatar, showcasing Pakistani craftsmanship to the world.
What truly sets Shamoon Sultan apart is his commitment to innovation and sustainability. He continuously pushes creative boundaries while maintaining Khaadi’s core values of authenticity and craftsmanship. He has also invested in developing strong teams, encouraging a culture of collaboration and creativity within the organization. Shamoon believes that behind every successful brand lies a motivated workforce that shares a common vision.
Khaadi’s success story has also inspired a new generation of Pakistani entrepreneurs. Shamoon’s business philosophy emphasizes authenticity, consistency, and social responsibility. He often highlights the importance of supporting local industries and creating job opportunities within the country. Through Khaadi, thousands of artisans, designers, and retail professionals have found employment and professional growth, contributing to Pakistan’s economy.
Despite the challenges of modern retail — including digital transformation and changing consumer behaviors — Shamoon Sultan continues to adapt and innovate. He has embraced e-commerce and digital marketing, ensuring that Khaadi remains relevant in the age of online shopping. His focus on maintaining quality, design excellence, and customer satisfaction has kept Khaadi ahead of the competition for over two decades.
Today, Shamoon Sultan stands as a symbol of Pakistani entrepreneurship, creativity, and resilience. His journey from a passionate designer to the CEO of one of South Asia’s most recognized fashion brands serves as an inspiration for all. Through Khaadi, he has not only revived a fading craft but has also put Pakistan on the global fashion map.
