From University Graduates to Founders of a Sustainable Fashion BrandIn a world where dreams often clash with reality, the journey of starting a business can be daunting. But for three friends from Pakistan—fresh university graduates facing an uncertain future due to a growing inflation crisis—it became their calling. The story of Wiraab, a clothing brand built on the values of sustainability, entrepreneurship, and resilience, is a testament to the power of creativity and the determination to make a difference.

The Birth of Wiraab:

It all began in the midst of a challenging economic climate. In 2023, three young friends—Mehwish , Iqra and Rabbia—graduated from university with degrees in business, fashion design, and marketing, respectively. Like many fresh graduates, they faced the harsh reality of the job market. The inflation crisis in Pakistan had led to rising unemployment rates, and despite their qualifications, job opportunities were few and far between.Instead of succumbing to frustration, the three friends found themselves discussing a common passion fashion. They were passionate about creating something meaningful and lasting, something that could help shape the future of fashion in Pakistan and beyond. This passion quickly turned into a mission to build a clothing brand that reflected their values and beliefs—one rooted in sustainability and social responsibility.Starting with Pocket Money With no external funding and limited resources, Mehwish, Iqra, and Rabbia had to get creative. They didn’t have large investments or backing from established organizations. Their initial capital came from their own pocket money—funds they had carefully saved over the years, all while knowing the risks involved in starting a business in such uncertain times.They began small. With a focus on producing high-quality, sustainable fashion items, the trio started designing and creating their first collection.

The idea was clear:

To create clothing that not only looked good but also felt good to wear—both in terms of design and the knowledge that it was ethically made. Using organic cotton and environmentally friendly dyes, they made sure every item reflected their commitment to sustainability.However, the challenges didn’t end with just creating the clothes. They had to source raw materials at affordable prices, manage production on a tight budget, and handle marketing through word-of-mouth and social media. What they lacked in capital, they made up for with creativity, resourcefulness, and sheer determination.Overcoming Challenges.The road to establishing Wiraab wasn’t easy. As young entrepreneurs, they faced numerous hurdles, from navigating the complexities of the local textile industry to convincing suppliers to work with a small, new brand. The trio often found themselves juggling multiple roles—designer, marketer, and customer service representatives—all while learning new skills in the process. Their vision for a sustainable fashion brand meant they needed to ensure every step, from production to packaging, was aligned with their values.Despite the financial constraints and challenges posed by the inflation crisis, the trio found ways to make their brand stand out. Their use of digital platforms, especially social media, helped them reach a wider audience. They connected with customers who shared their vision of ethical fashion, and word began to spread. Their commitment to sustainability, quality craftsmanship, and a customer-first mindset slowly but surely began to build a loyal following.Wiraab’s Growth and Impact What started as a small venture funded by pocket money is now a thriving clothing brand that’s making a real impact. Wiraab’s success can be attributed to its authenticity, its commitment to sustainability, and the founders’ unwavering belief in their mission.As the brand grew, so did its community of like-minded customers who valued ethical production and sustainable fashion. Wiraab’s founders believe that fashion should not only be stylish but also contribute positively to the environment and society. As a result, they’re constantly looking for new ways to reduce their environmental footprint, whether through using recycled materials or promoting eco-friendly manufacturing processes.Their story is a powerful reminder that even in the face of economic hardships and an uncertain future, passion, perseverance, and innovation can lead to success. Wiraab’s founders have proven that with limited resources but unlimited determination, anything is possible.The Future of Wiraab Looking forward, Wiraab is committed to continuing its growth while maintaining its core values. The founders aim to expand their product line, collaborate with other sustainable brands, and educate consumers about the importance of conscious fashion. They are also working toward making Wiraab a platform for emerging designers who share the same passion for sustainability and ethical fashion.For Mehwish, Iqra, and Rabbia, Wiraab is more than just a brand—it’s a dream realized. It’s a testament to their resilience in the face of adversity and their unwavering belief in the power of fashion to create positive change. They’ve turned their struggle into success, proving that even in the most challenging times, great things can emerge from humble beginnings.

Conclusion:

Wiraab’s journey from a group of university graduates with no job prospects to the founders of a sustainable fashion brand is an inspiring story of ambition, hard work, and vision. By starting with their pocket money and a shared passion for fashion, Mehwish, Iqra, and Rabbia have not only created a brand that reflects their values but also set a new standard for the future of fashion in Pakistan and beyond. Their story proves that with determination, innovation, and a strong sense of purpose, anything is possible. Wiraab’s success is just the beginning of what promises to be an exciting and impactful journey in the world of sustainable fashion.