In a time where fashion often spotlights celebrity haute couture and luxury labels, Maqsad Clothing takes a different path—one that speaks to the everyday person. This isn’t fashion for the runway or for the Met Gala; it’s fashion for the real world, where identity is less about what you wear and more about who you are. Maqsad focuses on telling stories through everyday clothing, merging personal and collective experiences in a way that resonates deeply with those who live in the liminal spaces between cultures. By focusing on the unique experiences of Third Culture Kids (TCKs), Maqsad addresses the multifaceted identities of individuals who have grown up in a blend of cultures, never fully anchored to any one.
Rooted in the idea that fashion can communicate personal and collective stories, Maqsad creates collections that resonate with those who feel caught between worlds. The designs are not just clothing, but conversations—each piece reflecting the layered identities of a generation shaped by the global movement of people and ideas. In doing so, the brand turns garments into a canvas for storytelling, bridging cultural gaps and reflecting the shared human experience of searching for belonging in an ever-changing world.
Can you share the story behind the founding of Maqsad? What inspired you to start a fashion label that focuses on third culture and immigrant identity?
Maqsad was founded on a feeling that’s difficult to fully articulate—the sensation of not belonging to any one place or culture. This emotion is familiar to many Third Culture Kids (TCKs), who often struggle to describe it themselves. The idea for Maqsad came to me (Hasan) during my college years at the University of Toronto. Being from Pakistan, I always expressed myself through clothing, and I often received compliments for it. After graduating, I returned to Pakistan for a year to work on Maqsad, and in October 2022, I launched our first tee, WHO WHAT WHEN WHY, which featured a design based on a question mark. I remember one specific moment that defined this feeling for me—I called my fiancée (then girlfriend) during sophomore year and referred to my apartment in Toronto as “home.” She pointed out that I often called it “the house.” It was only then that I realized the internal conflict of calling a new place home—an identity struggle familiar to many TCKs.
What is the core mission and vision of Maqsad? How do you aim to reflect and celebrate third culture and immigrant experiences through your fashion collections?
Maqsad’s core mission is to represent and build a community for Third Culture Kids. We aim to stitch together individual experiences through our collections, where each piece embodies an emotion that resonates with TCKs. Our designs serve as a voice for those complex feelings, with messages pouring in from people across the world who see their own stories reflected in our pieces. One of my favorite designs is the hoodie that reads, “Please don’t ask me where I’m from“—a common struggle for many of us. The question “Where am I from?” never has a simple answer. Am I from where I grew up, where I live now, or where I spent my college years?
Could you walk us through your creative process? How do you go from an initial concept to a finished collection that encapsulates the essence of third culture and immigrant stories?
We begin by finding a narrative—an emotion or story we want to express. Once the concept is defined, we decide how many pieces the collection will include and experiment with the level of intensity, balancing “loud” pieces with more subtle designs. Next, we plan a mood board, exploring the silhouettes, materials, and color themes that will best communicate the story. The art for each piece emerges from this narrative. Once the design is ready, we move to sampling, but this is where we often make adjustments—what looks great digitally doesn’t always translate well in the final product. It’s a constant refinement process.
How do you incorporate diverse cultural elements into your designs? Are there specific cultures or experiences that particularly influence your work?
Both Hadi and I (Hasan) have been exposed to diverse cultures—from North American and Latin influences in my case, to European in Hadi’s. Despite their differences, we’ve learned to blend these elements into our work. Having spent much of our lives in Karachi, Pakistan, we’re also deeply rooted in South Asian culture. Our designs strive to create a cultural fusion that reflects our personal experiences, yet speaks to the shared values across different communities. At Maqsad, we highlight the idea that, however different we might seem, there are fundamental similarities that connect us all.
What challenges have you faced in establishing a fashion brand that addresses such a niche and personal theme? How have these challenges shaped your journey and the brand’s evolution?
We encounter challenges every day—whether it’s conceptualizing our narratives, managing timelines, handling budgets, or perfecting our designs. As a growing brand, these challenges are part of the learning process. One important lesson I (Hasan) have taken from this experience is the importance of staying true to our vision. Early on, I would say yes to every collaboration, but now I set boundaries. We’ve learned to work only with people who share our passion for the message behind Maqsad, rather than those motivated purely by profit. This big-picture approach has been key to our growth.
How do you engage with your audience, particularly those who resonate with the third culture and immigrant identity? What feedback have you received from your customers so far?
We engage with our community through social media, particularly Instagram DMs. We often receive messages from people who deeply relate to the emotions we’re trying to evoke through our clothing. Some of these individuals become customers, while others just share their appreciation for what we’re doing. Interestingly, we’ve even had people who aren’t TCKs express a desire to connect with this identity—a sign of the broader, cross-cultural appeal of the themes we explore.
How do sustainability and ethical practices factor into Maqsad’s operations and production processes?
We are committed to avoiding fast fashion’s harmful practices. All of our pieces are produced in Pakistan by local artisans, not large factories. We source materials sustainably and often use leftover fabrics. Our team is paid above industry standards, which we believe is still not enough, but we’re constantly striving to improve. As a community-based brand, we prioritize the well-being of our team and reflect these values in our pricing. While this sometimes gives the impression that our margins are high, it’s a reflection of our commitment to ethical production.
Can you give us a sneak peek into any upcoming collections or projects?
While I’d love to share more, we prefer to keep the excitement building for our audience. What I can say is that our fall/winter collection will be a significant milestone for Maqsad. Each collection we release delves into different layers of the immigrant and third culture experience, and the upcoming one will be no different. We’ll be exploring these narratives across both historical and contemporary contexts, offering designs that resonate with those who appreciate cultural depth and storytelling through fashion.
On a personal level, how has the journey of founding and growing Maqsad impacted you?
Starting Maqsad has been a transformative experience for me. There was a time when I (Hadi) lived in Amsterdam, struggling with visa issues and language barriers, feeling disconnected and unsure of where I belonged. It was during that difficult period that Maqsad—meaning “purpose” or “identity”—became my anchor. Through Maqsad, I found a way to express my cultural roots and redefine my identity. This journey has taught me the power of authenticity and creativity, and the importance of using personal struggles as a source of inspiration. Maqsad is more than just a brand—it’s my way of celebrating resilience, cultural heritage, and personal growth.
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