Who we are
Awara is a brand born from movement, from wandering through identity, memory, and the spaces life has carved into me. As someone shaped by diaspora, displacement, and constant reinvention, I’ve always carried stories that didn’t fit neatly anywhere. Awara became the place to hold them.
Rooted in Pakistani and South Asian culture, fine imagery, and the emotional language of Urdu and Punjabi, my work blends photography, calligraphy, and contemporary design into wearable art. Every piece is an exploration of belonging, of feeling connected to a culture, a moment, or a version of yourself you thought you lost.
Awara exists to preserve the emotions and sentiments we carry in our language the depth, softness, and meaning that cannot be translated without losing their soul. Urdu and Punjabi hold feelings that are meant to be seen, read, and felt in their original form; Awara captures those untranslatable moments and brings them forward through visual storytelling and contemporary design.
Today, Awara creates pieces that exist somewhere between fashion and memory, designed for the dreamers, the wanderers, and anyone who has ever had to rebuild themselves. Our clothing is more than fabric; it’s emotion, identity, and culture woven into form. It invites you to not just wear a story, but to live yours fully.
What does Awara mean?
A wanderer, a free sprit, a seeker of meaning. Typically someone who strays from the norms of society. The mystics, poets, and visionaries like Jalãl al-Din Rumi and Punjab's Bulleh Shah were once considered "Awara" for straying from tradition, yet their wisdom has transformed generations. Their legacy continues to inspire our music, poetry, and culture till this day.
But I’ve heard the word being used in a derogatory manner?
Many of us grew up hearing Awara as something negative, a word meant to say you were lost or without direction, doing things you shouldn't. But Awara doesn't mean lost, it means free. It's about having the space to wander, to explore, and to live life on your own terms. It's gaining wisdom through life experience rather than finding it in books. It's wandering the desert till you find what you're looking for. It's discovering the line between control and discipline. It's being ok with not fitting in. Taking the road that isn't the most obvious. It's the courage to be different. It's a lot of great things.
Contact us
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