Growth of Prêt Wear Brands in Pakistan
Over the past decade, prêt wear (ready-to-wear) fashion has gone from being a niche segment to one of the most vibrant and fast-growing industries in Pakistan. What was once dominated by tailors and unstitched fabric has now evolved into a full-fledged fashion economy, driven by local brands, social media, and changing lifestyles. The emergence of prêt wear has not only revolutionized how Pakistanis shop and dress but also reshaped the country’s fashion narrative . From Stitching to Shopping: The Shift in Consumer Behavior Traditionally, Pakistani women—especially from middle and upper-middle-class households—relied heavily on buying unstitched fabric and getting their clothes custom-stitched. It was a routine that was deeply ingrained in the culture. But with the rise in dual-income households, urbanization, and the fast pace of life, people began looking for convenience. Women juggling work, family, and social obligations started moving toward clothes that didn’t require the long p...