In a significant milestone for Pakistani fashion, Manto, the brand that has successfully blended traditional garments with a contemporary, rebellious spirit, has officially opened its doors in Islamabad.
The launch of its flagship store in the upscale F-6 Markaz marks a new chapter for the brand, which began as an online venture in a small room in Karachi just a few years ago. The new physical space promises to bring Manto’s distinctive, culture-rich apparel closer to its dedicated Islamabad “family” of customers.
The ribbon cutting ceremony was performed by Haji Masood Parekh and his wife, the proud parents of the Founder of Manto, Salman Parekh. A large number of customers turned up on the first day to make their shopping on the inaugural day a memorable event. Salman Parekh was all thankful to Almighty, his parents’ prayers and his designer wife Bismah whose unique designs and of course his customer’s trust in Manto.
Founded by Salman Parekh some five years ago, Manto was born from a desire to make traditional Pakistani attire, like the classic kurta shalwar, “cool again” for a modern audience. The brand’s philosophy is rooted in reclaiming South Asian identity through language, art, and design, featuring bold prints and powerful Urdu calligraphy from revered poets like Allama Iqbal, Faiz Ahmed Faiz, and Mirza Ghalib. This unique approach has fostered a deep connection with a community (the “Manto family”) that values heritage and authenticity over fleeting trends.
With its new Islamabad outlet, Manto is set to further its mission of keeping culture alive and giving back to the residents of the twin cities something that inspires its every design. According to Bismah Slaman Parekh, it is a celebration of Pakistani heritage and a reminder that true style is about expressing one’s identity with pride.
The brand has always been vocal about its ‘Made in Pakistan’ identity, she said emphasizing that working directly with skilled local craftsmen and family-run workshops ensure high-quality, durable, and comfortable products.
This commitment to supporting local artisans and showcasing indigenous talent has been a cornerstone of its business model.
The move to a physical store in the capital, specifically home of fashion, Super Market, F-6 Markaz, comes after years of the Islamabad community supporting Manto through online orders.
The store, which officially began welcoming customers on December 5, 2025, is designed as a space where people can “feel, connect and belong”.
The grand opening was met with excitement, with the brand celebrating the milestone by offering an exclusive flat 20pc off on all items until December 14, 2025.
