A brand borne of compassion, Inaaya is a unique concept in Pakistan’s fashion industry.
Using classic traditional crafts, the label interprets them through the lens of contemporary fashion to produce handmade, inimitable, limited-run pieces.
Inaaya also pays homage to its roots by ethically employing dozens of artisans in interior Sindh to
manufacture the distinctive embellishments which are part of the brand’s design signature.
Conceptualized and created by Naushaba Brohi, the impetus behind Inaaya is to alleviate the quality of life of the women in impoverished areas by providing systemic employment, thereby mitigating the income divide and it’s social and structural ramifications.
Launched in 2012 the brand has received many accolades, including being featured in Vogue India, designed and manufactured a co-branded line for Sana Safinaz and received a standing ovation at its debut at Fashion week in Karachi. Most recently Naushaba won the Young Creative Entrepreneurs Award.