Co-founders Ahnaf Ali and Sheetu Latif aren't just looking to create cool clothing with their brand Ahiri.
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Co-founders Ahnaf Ali and Sheetu Latif aren’t just looking to create cool clothing with their brand Ahiri.
The Toronto-based entrepreneurs are aiming to fill a void in the Canadian fashion market for cool, keepsake styles, while also changing the “narrative around Bangladeshi manufacturing” with their brand-owned factories. We caught up with Ali and Latif to learn more.
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Q: For those who aren’t familiar, what is Ahiri?
Ali: Ahiri is a Toronto-based direct-to-consumer womenswear brand created to elevate everyday basics and designed to seamlessly fit into the Canadian wardrobe. We’re curating a fresh community of fashion enthusiasts who seek quality designs at exceptional prices.
Latif: On top of that, it’s very important to us to work with Canadian designers. The brand was formed in 2021 by myself and Ahnaf. Shortly after launching, Michael Jafine joined our team as head of design. Our debut fall/winter 2022 collection dropped in September, however each of our collections is designed to transition from season-to-season.
Q: What makes it unique?
Ali: There is a sizable market that is underserved in Canada. Often, consumers are stuck with choosing between garments at least a season behind or fashionable pieces at out-of-reach prices. Due to this gap, there is a huge reliance on fast fashion in Canada, but that’s not Ahiri.
Latif: We’re creating pieces that are timeless and choose natural fibres as much as possible. This is why you’ll find merino wool, cashmere and 100 per cent silk in our collections, and we avoid using polyester as much as possible. While we make collections for each season, the pieces are not ultra-trendy. By creating timeless pieces we’re creating garments that are wearable for a long time. We put an emphasis on quality for the same reason. Ahiri is not meant to be worn at two parties and thrown out or donated.
Q: Who is the target customer?
Latif: Our brand is created with the North American consumer in mind, particularly Canadian fashion enthusiasts. We researched how the Ahiri woman dresses and what inspires them. Our collections nod to their everyday styles and feature elevated twists to breathe new life into the basics we know are in their wardrobes.
Ali: We know Canadians love fashion but are often stuck for choices. They long for standout pieces. We challenged our head of design, Michael Jafine, to create high-design clothing for this customer while keeping prices accessible. He rose to that challenge and combined his experience at brands like The Row and Proenza Schouler to deliver a stylish, wearable and affordable FW22 collection.
Q: What more can you share about where the collections are designed/made?
Latif: All of our pieces are designed right here in Toronto. Almost all of the pieces are then manufactured in our Ahiri-owned factories in Bangladesh, which take a comprehensive approach to social and environmental well-being. They’re LEED Gold Certified and part of the Bangladesh Accord. The facility was designed with sustainability in mind, with a water re-treatment plant filtering to the point that all water used is drinkable. The plant also stores rainwater for the building’s cooling systems.
Ali: We’re here to change the narrative around Bangladeshi manufacturing. Our factory is working to empower and improve the quality of life of its workers, recognizing that employment is a key step for social mobility. Our factory has committed to employing women, contributing to the story of female empowerment in Bangladesh. This commitment is supported by prenatal care, on-site child care, a dedicated breast feeding space, and competitive maternity leave. There’s also free sanitary products, family planning products, health and life insurance, complimentary legal support on family and land issues and much more.
Q: What is the price range for the designs?
Latif: Our products are consciously ranged from $45 to $279, priced with the Ahiri customer in mind. We are able to offer such sensible prices because of our manufacturing model. We are also choosy with the fabrics we use and how we cut them. We source well-priced fabrics made of natural fibres and do our best not to waste.
Q: And where can people check them out?
Ali: Online at ahiri.ca, with shipping across North America.
Aharris@postmedia.com