Khaadi, Pakistan’s premier fashion brand in an unprecedented gesture, has committed to donate its Independence Day proceeds to Pakistan. The announcement was made at the company’s 14^th August celebration. “As long as Khaadi exists, 14^th August sales will go back to Pakistan,” said Khaadi’s founder and CEO, Shamoon Sultan. “We have no right to the money earned on this day, it belongs to Pakistan,” he added.

Building on last year’s #MeinBhiPakistnanHoon tagline, which celebrated the spirit of inclusiveness, the brand focused this year’s Independence Day Campaign on giving back to Pakistan, changing the hashtag to #HumBhiPakistanHain. Customers had the the freedom to choose from 5 sectors crucial for national development, namely; water, health, education, sanitation, and environment through a poll. Results revealed water to be the most popular sector.

Khaadi subsequently announced that it would give half the proceeds towards the building of the Supreme Court of Pakistan Diamer Basha and Mohmand Dam Fund and the remaining half will be kept in trust to be used for the betterment of Pakistan.

Khaadi is Pakistan’s premier fast fashion and lifestyle brand. It operates 46 stores, in 17 cities across Pakistan and 17 stores across UK and the GCC. It offers a wide range of products from apparel for women, men and kids to home-textiles.

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