At Indoi we believe in slow fashion – an unhurried process in which we create beautiful, timeless, seasonless clothes that you will want to have in your wardrobe forever and hopefully even pass on to the next generation!

We believe in buying better and buying less. Each of our garments has been carefully considered from start to finish: from the initial design, to the sourcing, sampling, production and distribution of every item. We try to honour and preserve traditional techniques, while supporting local craftsmen, communities and businesses, particularly in Pakistan.


Slow Fashion

The fashion industry is one of the largest polluters in the world. Having worked in this industry for a number of decades, we’ve seen the effects that fast fashion has, not only on the environment but the social impact. It creates a relentless demand for factory workers and employees to produce new, innovative designs at breakneck speed, and it stirs up an unhealthy hysteria to pressure consumers into constantly purchasing the latest trend. 

Indoi offers an antidote to this, with confident, versatile, high-quality pieces that are responsibly made and never go out of style.

Locally Sourced

All our cotton is locally sourced from the Khaddar house, the very same place in which the women in our family have been sourcing fabric for generations!

The khadi cottons are all made in Pakistan using hand-spun yarns. This technique yields very subtle imperfections and distinctions in each piece, which we believe adds to the beauty and individuality of the fabric.

No Waste

The Society for the Rehabilitation of Special Children is a dedicated organisation in Karachi, which provides special education and specialised vocational training to children with mental and intellectual disabilities.

All the offcuts from Indoi pieces are donated to the SRSC, where the children use the fabric to learn how to make bags and accessories.