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I’ll say it as I see it; Words like ‘nostalgia’ are being overused when it comes to South Asian fashion, and frankly, as a fashion writer, I’m tired of finding befitting synonyms for it too. Since we’re in a time when many homegrown brands are using traditional techniques or working with heritage craft practitioners, the degree of overuse is as rampant as the industry is populous. Streetwear that finds intersections with handcraft techniques is the nom du jour, but not everyone does it the same way and that’s where the novelty lies. For the proudly Pakistan-made, global brand Rastah, founded by Zain Ahmed, nostalgia is as vexing a term as it is to me. In fact, the brand's ‘about us’ candidly reads “At Rastah, we may flirt with tradition but reject nostalgia. These collections are not an ode to the past, but a celebration of the complexities of the present.”
This perspective of reinterpreting South Asian craft and heritage, drawing on the influences that shaped us, and crafting it for the modern global sartorialist is perhaps why Rastah has become beloved by the who’s who. Think Zayn Malik, Timothee Chalamet, Justin Bieber — quite a few global stars who love streetwear have been spotted in their Rastah fits. And while the brand’s reach has extended far beyond its home country, its inspiration for the latest collection started right at home. For the founder, much like all south asian men, Cricket is much more than a sport; and as cliche as it sounds, it is an emotion’. Gearing up for the ICC Champions Trophy 2025, Rastah released their latest collection that channels the spirit of cricket into a limited edition collection titled ‘Cricket Club.’
Featuring legendary cricketer Wasim Akram alongside his son, the campaign highlights the intergenerational bonds and the deep cultural connections that exist across the sport. The label’s founder Zain, who grew up across the world but stayed tethered to his roots in Lahore, has always been a Wasim Akram fan and considers this chance to feature him “a dream come true”. The collection speaks right to the brand’s overarching philosophy of wanting to narrate a story and reshape perceptions through the lens of fashion.
With pieces ranging from panel jackets and bright embroidered sweaters to signature striped sweat sets, the collection reinterprets cricket aesthetics through Rastah’s signature lens: bold, unconventional, and proudly Made in Pakistan, and perhaps even seeking to redefine what it means to be ‘made in Pakistan’. Released in early February 2024, ahead of the ICC Champions Trophy, the drop merges sport and streetwear, inviting fans to celebrate cricket’s legacy and Pakistan’s iconic presence in the game, in style. The 22-piece capsule collection is a limited edition release with no restocks planned. Even for those who may not be cricket lovers, but are fans of quality South Asian craftsmanship and owning a piece of exclusive 1-of-1 garments, Cricket Club is a game-changing homegrown, limited edition drop from a South Asian brand that's worth your attention.
Follow Rastah here.
