Karachi, August 1: Pakistani streetwear brand Movement has unveiled its biggest collection to date, LYARI, accompanied by an original anthem featuring rapper Eva B and artists from Karachi’s iconic Lyari neighbourhood.
Released on July 31, the project combines a 28-piece streetwear collection with an original music track produced by Qasim Azhar, celebrating Lyari’s rich football legacy, vibrant rap culture, distinctive street art, and local identity.
Unlike traditional fashion campaigns, the LYARI project was developed in collaboration with artists, musicians, and residents from the neighbourhood. The accompanying anthem was recorded with Eva B and local MCs, using Lyari’s authentic slang, storytelling, and musical style.
Movement said the music video was filmed entirely in Lyari and features local residents rather than professional actors, highlighting the community’s culture through an authentic lens.
The collection incorporates hand-drawn graphics, locally inspired typography, and phrases such as “Lyari Dil Hai Jani,” reflecting the area’s cultural heritage and artistic expression.
Founded in Karachi in 2023, Movement has built a reputation for collaborating with Pakistani artists, athletes, and musicians through narrative-driven collections. The brand says its philosophy, “Built in Pakistan. Designed for the World,” reflects its ambition to showcase Pakistani creativity to international audiences.
The LYARI collection is available through Movement’s online store, while the anthem has been released across major music streaming platforms.
Also Read :CM Punjab Champions League Trophy Unveiled Ahead of Pakistan’s Biggest Provincial Cricket Event
Today's E-Paper