Where Pakistani Art Meets Streetstyle
PRESERVING HERITAGE.
EMPOWERING UNDERSERVED COMMUNITIES.
INSPIRING TALENT.
Especially in fashion
System Dynamic:
The fashion industry’s exclusion of talented Pakistani artisans, who are overlooked. By merging their original art with contemporary fashion, ZAE creates new opportunities for recognition, sustainable income, and cultural preservation.
Why This Problem Persists (in pakistan)?
Economic Barriers:
Limited access to global markets, financial independence, and ecommerce tools.
Structural Inequality:
Gender norms restrict mobility, bargaining power, and visibility in creative industries.
Digital Divide:
Many artisans lack access to or training in the digital tools needed to promote and sell their work.
Art Is a Story, Told by It’s Creator
Every pieceof art carriesthevoiceof its artist — a reflection of lived experience, culture, emotion, and intention.
But that story isoften diluted, misinterpreted, or lost in translation, especially in fashion.
SOLUTION
WHAT IS ZAE?
ZAE is a clothing brand that transforms original artwork by Pakistani artists into wearable stories—preserving authentic artistry through a unique printing technology and giving creators the recognition they deserve.
WHY IT MATTERS:
It’s not about what matters now, but what always mattered, which is supporting overlooked talent, helping artisans from underrepresented communities harness their craft, enabling them to thrive in a changing consumer landscape.
ALIZEH IQBAL KHAN
FOUNDER
BACKGROUND IN LEADERSHIP AND MANAGEMENT, WITH A MASTER’S IN STRATEGIC DESIGN AND MANAGEMENT, WITH A PASSION FOR SOCIAL
INNOVATION . MY WORK IS DRIVEN BY THE BELIEF THAT DESIGN AND STRATEGY CAN LEAD TO MEANINGFUL CHANGE WHEN ROOTED IN COMMUNITY AND PURPOSE.
THE TEAM
AHIB JAN
GRAPHIC DESIGNER
A MEDICAL STUDENT WITH A DEEP LOVE FOR GRAPHIC DESIGN AND VISUAL STORYTELLING. HE BRINGS CREATIVITY AND ATTENTION TO DETAIL TO EVERY PROJECT, BLENDING HIS ARTISTIC PASSION WITH A UNIQUE PERSPECTIVE SHAPED BY HIS ACADEMIC JOURNEY.
XILIN LIU
CO-FOUNDER
BACKGROUND IN BUSINESS AND FINANCE AND IS CURRENTLY PURSUING A MASTER’S IN SOCIAL WORK AT COLUMBIA UNIVERSITY. SHE IS PASSIONATE ABOUT BRIDGING THE GAP BETWEEN IMPACT-DRIVEN STRATEGY AND COMMUNITY-CENTERED PRACTICE.
PROCESS
How might we create a culturally resonant and visually compelling fashion brand that showcases the original artwork of underrepresented Pakistani artisans, while ensuring shared economic value for both the artists and the business?
Howmightwecreateaculturallyresonantandvisuallycompelling fashionbrandthatshowcasestheoriginalartworkof underrepresentedPakistaniartisans,whileensuringsharedeconomic valueforboththeartistsandthebusiness?
THEIDEA
THEIDEA
HOWWE DO IT?
WHATIS SUBLIMATION PRINTING?
In simple terms, it’s a method of printing that transfers a design into a material or fabric using ink and heat. In the world of apparel, it’s a game changer in that it allows whole garment prints , designs that go seam-to-seam.
CONCEPT DEVELOPMENT AND DESIGN
How we would co-cteate
WEEKLYOR BI-WEEKLYCHECK-INSVIA ZOOMTOALIGN PROGRESS
CONSTANTFEEDBACK LOOPTHROUGH OUR WHATSAPPGROUP
FAST-PACED DECISION-MAKINGTHROUGH REAL-TIME IMAGE AND MESSAGE SHARING
Howwewould co-cteate
WEEKLYOR BI-WEEKLYCHECK-INS VIA ZOOM TO ALIGN PROGRESS
CONSTANT FEEDBACK LOOPTHROUGH OUR WHATSAPP GROUP
FAST-PACED DECISION-MAKINGTHROUGH REAL-TIME IMAGE AND MESSAGE SHARING
AESTHETIC VISION BOARD
WEARABLE ART WITH CULTURAL DEPTH
WHOIT’SFOR:
CULTURALLY ROOTEDBUYERS
IMPACT-DRIVEN BUYERS
TREND-DRIVEN BUYERS ARTINFASHION ENTHUSIASTS
WHOIT’SFOR:
CULTURALLY ROOTEDBUYERS
IMPACT-DRIVEN BUYERS
TREND-DRIVEN BUYERS
ARTINFASHION ENTHUSIASTS
COMPETITIVEANALYSIS
STRENGTHS
WEAKNESSES
LeveragesPakistaniculture
Well-establishedinthemarket
StrongPRandmarketing
Positionedasahigh-endbrand Becomingtoomainstream Clothingandprintquality deterioratesovertime(e.g.,after washes)
Accessiblepricing
High-quality,rigorouslytested clothing
Uniquedesignsbeyond mainstreamfashiontrends Authenticartistcollaborationsand printinginnovation
LeveragesPakistaniculture
Affordablepricing
Lacks originality; perceived as a copyofRastah Qualityissubpar
Innovativeanduniquedesigns, Accessiblepricingwithout compromisingquality
COMPETITIVEANALYSIS OFRASTAH
Rastahoperatesonadirect-toconsumer(DTC)model,primarily throughitsonlineplatform,with occasionalpop-upeventsincitieslike LondonandNewYork.
Approximately66,000monthlyvisits,
luxurystreetwearmarket,Productsgo from$200-$1000+
Limited-runcollectionstomaintain exclusivityandminimizeenvironmental impact
Projected 2025 Market Sizefor the US:
$96.44 billion Projected 2025 Market Sizefor the UK: Approximately $10.64 billion "Approximately 10.5 million South Asians live across the listed areas in the U.S. and U.K. (excluding Pakistan.)
617 Respondents from:
What does the public say?
Survey results are based on feedback collected from 617 respondents regarding our brand concept. Here are the key insights:
Found the brand concept very exciting.
Expressed they would definitely be interested in buying the clothes.
Stated they had never seen a brand like this before.
Survey Results: Customer Willingness to Pay (WTP) at various Price Points.
PROTOTYPING AND TESTING
MANUFACTURINGFACILITY–SIALKOT,PAKISTAN
Location: Sialkot, Pakistan
Name: Alforious international
Type: Third-party textile manufacturing facility
Services Provided: Fabric sourcing, stitching, and finishing
Production Capacity: Small or big batch, suitable for earlystage brands
MANUFACTURINGFACILITY–SIALKOT,PAKISTAN
Location: Sialkot, Pakistan
Name: Alforious international
Type: Third-party textile manufacturing facility
Services Provided: Fabric sourcing, stitching, and finishing
Production Capacity: Small or big batch, suitable for earlystage brands
CHOOSING THE FABRIC
Fabric Type Chosen:
Heavyweight Cotton Fleece Blend
GSM: 500 (Premium streetwear standard)
Brushed inner layer for warmth & comfort
Smooth outer surface ideal for artwork printing
Why This Fabric:
High-end look and feel
Withstands repeated wear and wash
Perfect for structured silhouettes and bold prints
TESTING THE PRINT QUALITY & APPLICATION
Purpose of This Test:
Focused on durability, wash resistance, and color retention
Not reflective of final artwork or design layout
What We Learned:
Print quality looks great initially on 500 GSM fabric, but print does not hold up well.
Fabric compatibility is strong in terms of texture and application, durability remains a challenge.
“TRANSLATING ART TO FABRIC”
Purpose of This Test:
Focused on durability, wash resistance, and color retention
Not reflective of final artwork or design layout
What We Learned:
Print quality looks great initially on 500 GSM fabric, but print does not hold up well.
Fabric compatibility is strong in terms of texture and application, durability remains a challenge.
THE CHALLANGE
Sublimation printing struggled on 500 GSM100% cotton — printsfaded orcracked afterwashing.
Sublimation prints don't bond well with 100% cotton, especially on heavyweight 500 GSM fabric, which lead to fading and cracking after washing.
THE SOLUTION
Sublimation printing struggled on 500 GSM100% cotton — printsfaded or cracked afterwashing.
What We Did:
Reduced fabric weight slightly (from 500 GSM to ~420–450 GSM) to improve print
absorption and handling
Applied a poly-coating layer to the cotton surface, enabling sublimation ink bonding
Maintained the heavyweight look and feel while improving compatibility with print technology
Fine-tuned heat press settings for optimal ink transfer and fixation.
REFINING SIZING & FIT
Our initial samplefailed to reflect the intended oversized streetwearsilhouette.
Silhouette appeared unintentionally boxy, Shoulder seams were poorly aligned, Sleeve width was too narrow, Body length was disproportionately long,
Conducting Cost Analysis
Finalizing Market Entry Strategy
Finalizing Product for Launch
Developing Go-ToMarket Plan
Executing Launch Strategy
IMPLEMENTAION AND LAUNCH TIMELINE
Conducting Cost Analysis
Finalizing Market Entry Strategy
Finalizing Product for Launch
Developing Go-ToMarket Plan
Executing Launch Strategy
Business Model
Revenue Streams
Customer Segment
Value Proposition
Channels
Cost Structure
Key Activities
Key Resources
Hoodie sales via pre-orders, occasional NYC park pop-up events, limited edition artist collaborations.
Gen Z and Millennials (18–35) who are culturally rooted, trendconscious, and art art enthusiasts.
Artist-designed exclusive hoodies with cultural narratives, and premium quality.
Instagram and TikTok for marketing, Shopify for DTC orders, in-person NYC pop-up activations
Artist fees, small-batch production, creative assets, packaging, digital marketing
Build hype → Collect pre-orders → Manufacture on demand → Deliver → Amplify through storytelling
Artist collaborators, Shopify website, social content, Pakistan-based production partner
Investment and Product Development
Where will we begin?
ZAE will launch by targeting the South Asian diaspora in concentrated cultural hubs across the U.S. and the U.K.
While the South Asian diaspora is the initial focus, ZAE’s longer-term strategy includes expanding appeal to all four key target segments.
Why?
High population density in key urban markets Low-CAPEX, highimpact product
Where will we begin?
The initial product offering will feature two limited-edition hoodie designs, produced in controlled quantities (14 pieces per size: XS–XL) for sampling, content creation, and early activations such as pop-ups and PR campaigns.
Additional production will follow a demand-driven model to optimise inventory and minimize risk.
Go-to-MarketStrategy
MARKETING STRATEGIES
Local Pop-ups
Authentic Cultural Narrative on social media
Influencer and Community Collaborations
Limited-Edition Drops with Pre-Order Campaigns
SALES CHANNELS
E-commerce Platforms
Social Media
Pop-up Events
Personal Network
UNIQUE VALUE PROPOSITION
Authentic Artist Collaboration
Printing Innovation
Cultural Storytelling
Limited Edition Drops
DISCOVERYAND
IDEATION CONCEPT DEVELOPMENT ANDDESIGN
RESEARCHAND FEASIBILITY PROTOTYPINA ANDTESTING 1 2 3 4 IMPLEMENTATION ANDLAUNCH 5 VALUATIONAND ITERATION
NEXT STEPS
1 2
DISCOVERYAND
IDEATION CONCEPT DEVELOPMENT ANDDESIGN
3
RESEARCHAND FEASIBILITY PROTOTYPINA ANDTESTING
4 IMPLEMENTATION ANDLAUNCH
6
5 VALUATIONAND ITERATION
THE VISION
IFWESUCCEED?
UNDERREPRESENTED PAKISTANI ARTISTS GAIN GLOBAL VISIBILITY AND FINANCIAL STABILITY.
ARTISTIC EXPRESSIONS.
IN FASHION DESIGN
HOWTHEMODEL WILLEVOLVE?
OR DESIGN SUCH AS TAPAESTRY PRINTING
INPUTS ACTIVITIES OUTPUTS
Underrepresented Pakistani artisans and original artwork. Deep understanding of diaspora markets and fashion trends. Access to sublimation manufacturing.
Core team with creative and strategic expertise.
Co-designing wearable art pieces with selected artists. Executing targeted plans for social media and storytelling campaigns. Conducting soft launch through presales and curated pop-up events.
Limited-edition hoodie collections showcasing original art. Emotional, narrative-driven content connecting buyers to creators. Preorders and initial brand engagement data.
SHORT-TERM OUTCOMES
LONG-TERM IMPACT
Featured artisans gain visibility and fair compensation. Broader recognition of Pakistani artistry in global fashion. Establishment of a culturally resonant and revenuegenerating brand.
Building an inclusive creative market space that elevates underrepresented artists and reshapes value through equity vision
Underrepresented artists gain ongoing income and career legitimacy. Diaspora-led brands reshape narratives in mainstream fashion.
THE ARTISANS
SARA KHALEEQ PAINTER
RIZWAN SHAMZ PAINTER
FARHAN KHATTER
TEXTILE EXPERT
SADIA MUNIR PAINTER
THANK YOU!
