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Hall of Fame / Daaman


Maleeha Nasir
Karachi, Pakistan

Many successful entrepreneurs have turned their passions into a thriving business, and that’s exactly what Maleeha Nasir has done with her passion for fashion.

After graduating in social sciences, Maleeha started her career in brand marketing but soon realised that she would rather be her own boss than be an employee and decided to turn her fashion sense into a business. As she didn’t have any fashion industry experience to fall back on at the time, Maleeha managed to secure the position of buying manager for a leading clothing store.

Maleeha launched Daaman (which translates as hemline) in 2009, in order to capitalise on the move away from the custom-made to the prêt-á-porter approach to fashion that has been quietly revolutionising the wardrobes of women across Pakistan.

As a ready-to-wear women’s clothing label, Daaman’s vision is to incorporate a western feel into eastern garments with a simple, stylish approach and an emphasis on “hip and trendy”. Maleeha started the business from a room in her home and initially employed ten staff.

Today, Daaman has over 40 employees and three stores in Karachi, Lahore and Islamabad. Its online store also brings in a growing international clientele and the company currently sells around 1,500 items a month. Since it started, Daaman has managed to double its revenue each year.

Daaman’s business model is based on “fast fashion” and the company brings out at least four new designs a week, with no more than 50 garments per design. It is this sense of stylish exclusivity, along with keen pricing and high quality, that has contributed to Daaman’s growing reputation as a leading ready-to-wear fashion brand.

In recognition of its impact in the fashion industry, Daaman was nominated for a prestigious Lux Style Award in 2011 for “Best Retail Brand”. In the future, Maleeha plans to produce her own fabric designs and expand the business internationally with stores in Dubai and Canada.


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