SAAF GARMENTS presents Season One: Campaign I - The Introduction

New York, NY, October 2023 SAAF GARMENTS is pleased to announce its official brand launch with Season One on October 19th, 2023. Conceptualized as a label that sits at the intersection of cultural heritage and modern sensibility, SAAF GARMENTS – saaf meaning “clean” in Urdu – seamlessly toes the line between classic and current. Season One will unveil the brand’s minimal design sensibility through a curated offering of 22 immaculately tailored garment styles alongside a selection of accessories.

Season One will initially launch over a 5-part campaign, with each campaign dropping throughout the course of the next 5 months. Each campaign will thread the storyline with visual imagery and film, and introduce a new capsule of pieces with each drop. Each piece released will be available for “pre-order” on and will begin shipping 6 weeks following the campaign launch.

SAAF GARMENTS launches with Campaign I – The Introduction, a thoughtfully edited collection of looks that tie together two concurrent visions – one based on the silhouettes and shapes of South Asia, the other deeply embedded in the thoroughly modern aesthetics of New York. This alchemy honors an intersection of society that finds itself caught between two worlds.

Campaign I is highlighted by a distinctive blend of tailored shapes, featuring a long pleated jacket – a flagship of Season One – alongside a pleated mock neck long kurta and tailored pants. A cummerbund rounds out the offering, presenting a modernized update on an underserved accessory that seamlessly elevates each ensemble. Each garment is rendered in black and ivory, maintaining the brand’s signature clean palette. This color story reflects on the beauty of light and darkness, creating a symbol of balance and purity.  

At the core of SAAF GARMENTS is a commitment to storytelling. The brand's founder and creative director, Osama Syed, seeks to celebrate the two cultures that comprise his own story - South Asian and American – through design. His vision gives voice to an often-overlooked narrative, offering garments that are not only representative of the cross section of culture, but also subtly provocative, embracing the concept of "flamboyant minimalism."

“SAAF GARMENTS aims to shine a light on the cultural cross-section that many of us inhabit, in a way that can be translated into a modern sensibility,” says Osama. “Our goal is to create pieces that respect heritage and tradition, but that are also provocative in the most subtle way.”

SAAF GARMENTS is based in New York, garments are produced in India, footwear in Italy, and materials are sourced worldwide with Italian leathers and Indian textiles, resulting in a collection that is authentically global. Much like the cultures that are woven together with every release, other seemingly contrasting influences make a bold statement in each campaign. Tailoring mixes with streetwear-inspired styling, masculine blends with feminine, and light pairs with dark, for a truly dynamic collection that fills a void in the current market.