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At ONE, we have an ambition of not only blurring the divides between the people of Pakistan, but the global community as well. It is under the umbrella of Pakistan's underrated and oft neglected customs and culture that we aim to be one day, a globally responsible and socially informed fashion house.

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Design Meanings
ONE apparel designs represent the rich traditional artwork found within the various provincial cultures of Pakistan. All these cultures combined make ONE nation called Pakistan. For our first collection, each design produced at ONE was required to capture the essence of traditional designs from Balochistan, Kashmir, Khyber Pakhtunkhwa, Punjab and Sindh.

Essencetan Essencetan
This Baloch artwork is one of the most interesting aspects of Balochi culture. Frequently ornamented with glass work, this design represents self discovery. The weaving patterns emanate traditional values and the spectral colors are meant to inspire self reflection. The Baloch are proud people, and their pride and devotion speaks for itself in the very essence of their cultural trends and art works.
Istikhek Istikhek
The Kalash hail from the Chitral District of Khyber-Pakhtunkhwa, Pakistan. They speak the Kalasha language, and their unique culture differs completely from the various ethnic groups surrounding them. Being polytheists, they revere nature most deeply and offer sacrifices for the bounteous valleys they believe it has blessed them with.
Pragaash Pragaash
The topographical layout of Kashmir plays an important role in the attribution of great significance to light. Every evening the valleys of Kashmir experience an early eclipse of the sun, owing to the altitude of the mountains surrounding this naturally forted land. Owing to lengthy winters and brief days, the natives deem any analogy to light essential. The design displayed on several of their apparel items reminds them of the purity of day, and the optimism of light.
Rukn Rukn
Shah Rukne Alam is a legendary saint of the middle ages. A sufi by choice, wanderer by profession, he is revered by all those familiar with his spirituality and philanthropy. His mausoleum in the ancient Punjabi city of Multan stands as a testament of his veracity, teachings and significance.
Umeed e Ralli Umeed e Ralli
Umeed e Ralli
In 2010, massive flooding in Pakistan, especially the Sindh area caused overwhelming destruction and left in its wake millions of people displaced. But, amidst all the misfortune, the Sindhi culture received a stimulus in the most extraordinary circumstances. Domestic and Foreign aid workers brought to the media light, a pattern design used by the natives on their quilts, called the Ralli. Its origins are unknown, and so its concept, but we would like to think that it represents hope and undying will. For after the displacement of the affectees, it was this design that gave hope to so many women, it was this design that brought the attention of the world to their part of the globe, it was this pattern that gave them employment during the worst calamity of their lives. From the symbol of hope we bring forth a design element for those who never wish to give up or back down, and always remain hopeful as long as they can see the light.
Bahoght Bahoght
The Baloch culture above all else stresses the importance of leading and adhering, therefore it is no surprise, that even after millennia their culture is intact sans any adulteration. The stature of the Sardar is apotheosized in their tribal belief system, and as he says is as is done. This loyal conformity to traditions of generation after generation, from father to son and mother to daughter, ensures a pure sense of unity and solidarity. From the subliminal authority and veneration of the Sardar, we bring forth a design element for those who wish to belong and seek asylum among their own.
San Shangrilla San Shangrilla
San Shangrilla
Kashmir is a land of natural scenic beauty and aestheticism. From the vision of splendor that is the Shangrila, to the rooftop of the world that is the Karakoram, Kashmir is the jewel of the subcontinent and the crown of Asia. Among the various items of clothing used by the natives, the one that stands out most discernibly is the Kashmiri shawl. Adorned by most and adored by all, it proves its worth not only as a descent wrap but a gorgeous accessory. From the basic apparel necessity of Kashmir, the shawl, we bring forth a design element for those who value sanctity and celebrate the preservation of rights.
Rashakana Rashakana
There is perhaps no culture or ethnic group on earth more prolific and flamboyant than the Pashtuns. The Scotts of Asia, war hardened and jovial. The Pathans primarily hail from the north west of Pakistan. Among the symbols most typical to the capital city of Khyber Pakhtunwa, the Peshawari cap stands out perhaps in a manner most sterling. Often the subject of jocular anecdotes, the Pathans are second to no one, and it is this attitude of facing all challenges that leads them to roar, “come here, wont you?” From the forbidding linear temperament of the Peshawri cap, we bring forth a design element for all those who are fearless and hardy.
BoKaata BoKaata
The biggest, or perhaps the best known, festival in the Punjab is that of Basant (the Celebration of Spring). This festival is celebrated with a flurry of kites flown in the spring sky. The free thinkers of this Land associate their thoughts with the endless flight of the vibrant kite. Standing on a rooftop in spring, millions of lines ascending to the heavens can be discerned by an idle eye. Of course all free thinkers do compete with one another every now and then, and hence ensues the BoKaata. With a will to soar above all else, this design element is used for those who wish to stand out, and are not shy to teach the conformist a lesson.
Ajrak Ajrak
Ajrak has been an integral part of the culture of Sindh, centric to the rituals of birth, fertility and the life cycle- this Gandharan design is present in different forms of apparel. To assure themselves of divine providence, mothers use this art form as a hammock for their children. Legend has it that any bull cart brandishing the ajrak, blesses the livestock, and any quilt patched with it feels warmer owing to its origins in the heat of the Thar. This symbol of passion and convalescence is used as an apparel element for those who welcome the truth into their hearts, and stick to their beliefs with a fiery loyalty.
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