Fashion is a powerful way to express oneself, and history shows us just how impactful it can be. This art form offers a blank canvas, inviting everyone to interpret it in their own way. Growing up in Pakistan, Janta Kumari felt the societal pressure to take a traditional career path. Choosing fashion meant carving out her own path, stepping away from the typical choices.
“I wanted to create a brand that allows people to express themselves freely, no matter where they come from,” Kumari shares with excitement. With this in mind, she launched JK by Janta Kumari—a clothing brand that offers high-end streetwear for everyone. Recognising the disconnect between fashion and gender norms, her brand takes on a more fluid approach to luxury streetwear, breaking into what was once a male-dominated space in fashion.
Bringing the comfort and casual style of streetwear into the realm of luxury, which is often associated with high-end, glamorous couture, can seem like a challenge. Reflecting on how these two distinct styles come together, Kumari explains, “It’s all about the materials and the craftsmanship. While streetwear is known for its relaxed and casual vibe, we elevate it by using premium fabrics and paying attention to every detail. Our designs may look effortless, but a lot of work goes into making sure they feel luxurious. So, you get the best of both worlds—comfort and style with a touch of luxury.”
From her humble beginnings in Pakistan to now running operations out of the UAE, Janta Kumari has grown JK into a global brand for customers who value quality and craftsmanship. “Streetwear has always spoken to me because of its connection to youth culture and self-expression,” states the founder. Reaching a global audience means navigating cultural differences, a challenge she embraces with enthusiasm. “It is a challenge we embrace. We cater to a young, fashion-forward audience, and I’ve learned that while trends might differ, people everywhere are looking for ways to express their individuality. To keep things relevant for a global audience, we make sure our collections are versatile and adaptable. We use cultural elements as inspiration but design pieces that can be mixed and matched, so they feel universal. We also engage with our customers, listening to their feedback and understanding what resonates with them in different parts of the world.”
The fashion world moves at lightning speed, with trends shifting from reimagined Y2K aesthetics to bold, colour-focused styles. Yet, this brand has mastered the art of creating a signature style that endures. By focusing on timeless elements and incorporating carefully selected trendy touches, they design pieces that feel current and fresh years down the line. What truly sets them apart in a crowded market is their meticulous attention to fabric choice and craftsmanship. With limited-edition releases, each JK piece feels exclusive, and their commitment to inclusivity ensures every design is meant for anyone, regardless of gender or background.
In today’s fashion world, sustainability has become more essential than ever. “Sustainability is at the heart of everything we do,” Kumari shares passionately. “We focus on using eco-friendly fabrics, and we’re very mindful about reducing waste during production. Our limited-edition pieces are another way to promote conscious buying—we want our customers to invest in high-quality items that they’ll wear for a long time, instead of fast fashion. We believe in creating clothing that lasts, both in style and in quality,” expresses Kumari passionately.
As an ESMOD alumna, Kumari has infused her brand with a philosophy of individuality and self-expression. She believes, “Fashion is more than clothing; it’s a language through which we express our personalities, values, and beliefs.”
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