Begun by Muhammad Usman & Rida Usman; the CEOs of the brand are a lovestruck tale of devotion and hard work. Both have pioneered the term ‘fashion' in the Pakistani context and more importantly have demonstrated that a home owned band can be heartwarming and glamorous - both at the same time.  The CEOs draw inspiration for the brand from their beloved mother and cherished daughter; whilst encapsulating history, fantasy and folklore to create masterpieces that are desired by discerning aficionados around Pakistan. Muhammad Usman & Rida Usman have a deep understanding of the psyche of the fashion world and it reflects in their collections that are intelligent, studied, imaginative and completely innovative yet always relevant and awe-inspiring!