About us

Modish was established in 2002 with a unique philosophy — to revive the cultural heritage of Pakistan and re-establish shalwar kameez as the staple and celebrated attire of the region. What started as a bold vision has since grown into one of the most iconic and recognizable clothing and lifestyle brands in South East Asia.

From our humble beginnings, Modish rapidly expanded its reach, establishing 100+ retail outlets across Pakistan. Building on this strong local presence, we have taken the brand global with over 20 international stores in countries including the UK, Australia, Canada, New Zealand, UAE, and Qatar — serving a growing community that appreciates tradition with a modern twist.

At Modish, we pride ourselves on being a complete lifestyle brand. Our diverse product range includes:

• Eastern wear for men, women, and kids

• Jewelry collections that blend traditional craftsmanship with contemporary design

• Footwear for every occasion — from formal to everyday wear

• Accessories to elevate any outfit

• A unique selection of home décor items that bring warmth, elegance, and cultural richness to your living spaces

• A premium range of fragrances that add a touch of personality and presence

We work with a variety of seasonally-appropriate fabrics such as silk, chiffon, cotton, cambric, and lawn, always focusing on quality, comfort, and style. Each piece is thoughtfully designed to reflect current fashion trends, enriched with modest detailing that resonates with our brand's ethos.

Our design language is inspired by a global palette — drawing influence from Renaissance, Aztec, Fusion, Arabian, and other artistic traditions. The result is a range of products that are as diverse and dynamic as our customers.

From a brand that started with a vision to be Soully East, Modish has evolved into a complete lifestyle destination. With a loyal customer base that spans across continents, we continue to blend tradition, innovation, and style — delivering timeless elegance for the modern world.