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Title: The Only Brand Telling Pakistan’s Untold Stories Through Fashion: Inside UMBR’s A Letter to my Beloved Act 1

Pakistan, 14th Apr 2025 - UMBR, a Pakistani fashion brand founded in Canada by two creatives from Karachi, Adil Shuttari and Shaheer Ahmed, is steadily redefining how culture and clothing intersect. Rooted in storytelling, heritage, and slow craftsmanship, the brand's upcoming release, A Letter to My Beloved (Act 1), builds on a tradition of honoring the icons of Pakistani identity—this time drawing inspiration from legendary poet Faiz Ahmed Faiz and his iconic poem Mujh Se Pehli Si Mohabbat.Since its inception, UMBR has never been about fleeting trends or fast fashion. Instead, it positions itself as a cultural project—one that reimagines Pakistani fashion as a global expression of deeply personal and poetic heritage. With collections divided into Essentials, Essence, and Imagination, each UMBR release is not just a display of aesthetics but a form of cultural storytelling. Every garment is handmade with care and intention, directly opposing the industrialized pace of modern fashion and offering instead pieces that take hours to complete.  A Journey Through Pakistan's EmotionsUMBR’s identity lies in its commitment to honoring the narratives, stories, and emotions of Pakistan. The streets of Karachi, the textures of rural life, the dualities of tradition and modernity—all find expression in UMBR’s designs. Its garments are worn not merely for their style, but for their meaning, their rootedness, and the way they carry memory.The brand’s upcoming collection, A Letter to My Beloved (Act 1), delves into the emotional resonance of Faiz Ahmed Faiz’s poetry. The poem, which mourns the shift from innocent love to a sobering awareness of the world’s harsh realities, serves as the foundation for the collection’s visual and emotional language. “We wanted...

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