Our Craft

Every Indoi garment is made with pride.

Our master craftsmen create each unique piece using ancient techniques from the Indus Valley. Their individual passion, skill and expert attention to detail shine through in their work – from the exquisite cut of the cloth to the intricate hand-embroidered finish.

Indoi is an expression of these local artisans, their traditional craft and a rich cultural heritage that we strive to celebrate and preserve in each of our designs.

 
 

Mallika has worked in the fashion industry for over fifteen years. From her background in textiles, she developed an international career in design, trend manufacturing and management for global brands. Having consulted widely for a number of household names, she launched her own textile studio in 2014, delivering beautiful hand-painted prints to the commercial fashion sector and to clients such as Zara, ASOS, Gap and Anthropologie.

Maheen has over fifty years’ experience in the fashion world, and is a master of her craft in embroidery, print and pattern cutting. She started from nothing, but managed to establish a small tailoring studio at the age of twenty – a bold move for a young, female entrepreneur in 1970s Pakistan. This first step led to a long and illustrious career as one of the country’s top fashion designers, earning her the nickname ‘Coco Chanel of the East’.

 
 
 
 
 

Master Craftsmen

Our garments are handcrafted in Maheen’s workshop in Karachi, by a small number of exceptional local tailors, pattern cutters, stitchers and embroiderers. Many of these craftsmen have been working with Maheen for over thirty years – like Afzal, Hanif and Jani – and are very much part of her family. Each one takes the utmost care, pride and pleasure in his work, and you’ll often hear Maheen say that her business would never have existed without them.

 
 
 
 
 

Traditional Techniques

In Pakistan, embroidery is considered to be a highly-skilled art that holds great cultural significance. It has moved beyond a classic technique of embellishing fabric, to become a source of local pride. Once upon a time it was an integral craft that ancient tribal groups adopted and adapted to signify their heritage, and to this day each region is famed for producing distinct pieces, in its own distinctive style. 

While the art of embroidery has changed very little over its long history, older works often display an exquisite craftsmanship that is very rarely found in more recent times. In our workshop, we stress the importance of using time-honoured techniques to recreate this fine art, restoring the traditional sense of pride in each stitch.