- Industry
- Streetwear / Pakistani Heritage
- Services
- Brand campaign & social content
- Platforms
- Instagram, TikTok
01 — The Situation
The Brief
Rooted was my first brand, built for diaspora kids who wanted to feel connected to their roots. It wasn't tied to just one culture — it was about identity, belonging, and wearing that proudly. It was also the first project where I made real income online.
02 — The Build
The Approach
I focused on building something that actually felt real, not forced or over-designed. The content leaned into culture, everyday moments, and storytelling so people could see themselves in it. It wasn't just about clothes — it was about creating something people felt connected to.
03 — The Output
The Work
The Ground Game
Influencer Marketing
Creator partnerships and organic pickups from the community itself. Content made by people who already wear the brand — not paid ambassadors reading off a brief. Every clip here is a real voice co-signing the work, which is the only kind of reach that actually converts in streetwear.
Brand-Owned
Visuals & Community
In-house stills and short-form video shot on real bodies in real spaces — no studio-sterile product photography, no stock gestures. The stack reads as lookbook first, drop campaign second: pieces sitting on the people they were designed for, in the rooms where the audience actually lives.