A first-of-its-kind brand out of South Asia, HeF brings together simple, innovative and collaborative design for people united by a common culture. HeF, founded in Karachi in 2016, is a collective of individuals looking to share our creativity, in the form of fashion, art, and music. Our approach to design is simple: we believe in doing more with less, innovating unique products, and above all never compromising on quality. The brand’s ethos is firmly rooted in the right to freedom of expression and freedom of choice. Our goal is to initiate dialogue and inspire the youth to reclaim usurped spaces and channel unheard voices. We hope to create a tolerant and progressive world for future generations.