Named after my mother, Roohi is a living tribute to her legacy as an artist. I founded Roohi to bridge the gap between the artistic principles I inherited and the fashion I envisioned creating.

Based in Virginia, USA our brand serves as a junction between two worlds—blending the effortless edge of contemporary streetwear with the rich, soulful narratives of South Asian culture. Every piece is designed with intention, drawing from minimalist digital art, traditional textures, and the vibrant fusion of Eastern and Western aesthetics.
To honor the authentic roots of our inspiration, our collections are manufactured in Lahore, Pakistan.

Our Philosophy: Unite Through Art.
At its core, Roohi is a celebration of diversity. We believe that art is a universal language, and our pieces are intentionally designed for everyone. We don’t just create clothing; we build bridges that unite a diverse community through a shared love for the craft.