How We Choose Our Fabrics

When you shop online you cannot touch the fabric, which means you are trusting the store to choose well on your behalf. Here is how we think about that choice, which qualities we put first, and how you can judge a fabric from a product page even without holding it.

Start with the climate

Most of the year across Pakistan is warm, and a large part of it is hot and humid. Clothes that trap heat are miserable no matter how good they look. So we look first for fabrics that let air through and move moisture away from the skin. That points us towards cotton, lawn and fabrics with a linen feel, and away from heavy synthetics for everyday wear. Winters call for layers instead, so we pair that with knits and denim that you can add and remove through the day.

Breathability and comfort

Breathability is how freely air moves through the weave. A loose, open cotton feels cooler than a tight, heavy one. The Everyday Cotton Shirt is described as soft and breathable because that is the point: you should be able to wear it through a long day without feeling it. When we review a piece, we ask ourselves whether we would be comfortable wearing it in a crowded room in July.

Drape and structure

Fabric has a personality. Chiffon floats; denim stands up on its own; linen sits somewhere in the middle, relaxed and a bit crisp. A garment works when its fabric suits its shape. Wide-leg trousers need a fabric with enough weight to hang cleanly, which is why the Wide-Leg Trousers are cut from a tailored fabric with a soft drape. A scarf needs the opposite, something light enough to fall in loose folds, as the Lightweight Chiffon Scarf does.

How a fabric ages

A fabric that feels nice in week one but pills or loses shape by week eight is not a bargain. We prefer fabrics that soften and improve with washing, such as cotton shirting and denim, or ones whose imperfections are part of the look, such as linen creasing. We try to be honest about the other side too: linen wrinkles, lawn is delicate, and chiffon needs a gentle hand. Those are not flaws, but you should know them before you buy, which is why each product page includes care notes.

Colour that holds

Fading is the quickest way for a garment to look tired. Deep colours like navy, maroon and black are the hardest to keep, which is why our care guidance suggests cold washes and drying in the shade. Printed fabrics, especially lawn, can release extra colour in the first wash, so we recommend washing them separately at first.

How to judge a fabric from a product page

You can learn a lot without touching the cloth:

• Read the material line. Cotton, lawn, linen or denim each tell you about breathability and care.
• Look at the photographs. Does the fabric fall in soft folds or hold a firm line? That shows its weight.
• Check the care notes. A garment that needs hand washing is a bigger commitment than one that can go in a machine.
• Watch for words like relaxed, tailored or fitted. They hint at how much ease to expect, which you can compare using our sizing guide.

Natural variation is normal

Natural-fibre fabrics have small variations in weave, texture and shade between batches. Colours can look slightly different between screens, and photographs are taken in natural light. If a piece is important to you, say you are matching it to something at home, tell us when we confirm your order and we will help where we can.

Why we do not oversell

We do not claim that a fabric is the best or the most luxurious. Good everyday clothing is not about superlatives; it is about whether the piece does its job and keeps doing it. We would rather describe a shirt accurately than promise something it cannot deliver, because accurate descriptions are what stop returns and keep people coming back.

Fabric and budget

A more expensive fabric is not always the better choice for you. A hard-wearing cotton tee that you wash every week is better value than a delicate one you baby. Spend more on the pieces you wear most and where fabric quality shows, such as trousers, jackets and bags like the Leather Crossbody Bag, and keep it simple on the rest.

Still not sure?

Every order is confirmed with you on WhatsApp, so if you want to know more about the weight, feel or season of a particular fabric, just ask. And because we offer cash on delivery, you can see the fabric in person before you pay. If it is not what you expected, our return policy allows unused items in original packaging to come back within 14 days.

To see these fabrics in context, browse the New Season collection.