Dhaga, an omni-channel fast fashion brand, was born out of a thought to re-look ethnic fashion and design by considering the lifestyle and aesthetics of the modern Pakistani woman. As an ethno-fusion wear label, the brand continuously reinvents traditional Pakistani wear by creating fuss-free, easy-to-wear fashion with an edge. Dhaga creates affordable fusion-wear garments for the evolved Pakistani woman who is rooted in culture and yet modern in her outlook, hence providing her with new combinations, patterns and variations, while keeping Pakistani design aesthetics intact. The brand was launched to eliminate the hassle of numerous boutique trips for women and offer them a fuss-free, ready-to-wear wardrobe for every occasion.