Generation – Bold Fashion, Rooted in Culture
Established in 1983, Generation is one of Pakistan’s most iconic ready-to-wear brands, designed for the urban, independent, and expressive South Asian woman. Co-founded by Saad and Nosheen Rahman, Generation emerged as a response to the lack of stylish, culturally relevant clothing for everyday Pakistani women—and it’s been shaping the local fashion scene ever since.
A Legacy of Craft, Color, and Consciousness
With a deep respect for heritage textiles and traditional crafts, Generation fuses bold prints, ethnic motifs, and modern silhouettes to deliver collections that are not just stylish, but also meaningful. From its Classic and Basic ranges to Formals, FLO (fusion streetwear), and the Cottage line—crafted by rural women artisans—every piece tells a story.
Generation is also celebrated for its weekly new arrivals, ensuring a constantly refreshed wardrobe that remains true to its roots, while staying on-trend.
Business Model – Brand-Owned & Experience-Driven
Generation follows a company-owned retail model, with all stores directly operated and managed by the brand. It does not offer franchising, allowing the brand to maintain creative and operational control over every aspect—from design and quality to customer service and in-store experience.
With physical outlets in major Pakistani cities and a robust online presence, Generation remains a 100% locally grown brand with a powerful voice in ethical fashion and cultural storytelling.
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