The challenge
Rastah was founded in 2018 under the creative direction of Zain Ahmad, who grew up between London, Toronto, Vancouver and Lahore. The label reworks South Asian craft into contemporary menswear: embroidered bombers, block-printed kimonos, tailoring and knitwear, all made in Pakistan with artisans the brand supports as a social enterprise. Vogue, Forbes, Hypebeast and Vice have all covered it.
Rastah sells online to customers around the world. The site had to tell the story behind each piece, make a handmade jacket worth buying online, and keep pace with new collections and restocks.
Solution
Strategy first, then a site that tells the story behind each piece.
We started with a customer experience strategy: who buys Rastah, where they are, and what gives them the confidence to buy a handmade piece online. That shaped the priorities for the redesign.
We then redesigned the Shopify site around the collections and the craft. Collections such as the Core Collection and The Morning Shift lead the site, campaign imagery and lookbooks carry the story, and customers can shop each look. Menus run by collection and by category, from outerwear and knitwear to shirts and trousers.
After launch the team stayed with us on retainer for most of 2025. We provided growth consulting alongside ongoing work on the site.
What we built
The build
- A customer experience strategy covering audiences, markets and the path to purchase
- A redesigned Shopify site built around collections, campaigns and craft
- Lookbooks where customers can shop each look
- Navigation by collection and by category
- Local currency for international customers
- A growth retainer through most of 2025, with growth consulting and ongoing development
Technology: Shopify
Impact
The result
Rastah now has a site that tells the story behind each piece and sells it to customers around the world, built on a customer experience strategy and developed further through a growth retainer that ran for most of 2025.
