Karachi: Pakistani streetwear brand Movement has launched LYARI, its largest collection to date, featuring a 28-piece apparel line and an original music anthem created in collaboration with artists, rappers, and creatives from Karachi’s historic Lyari neighbourhood.
The collection, released on July 31, marks the brand’s first project developed entirely within a single community, drawing inspiration from Lyari’s rich football culture, vibrant rap scene, street art, and local identity.
Produced by Qasim Azhar, the accompanying anthem features rapper Eva B alongside MCs from Lyari, incorporating the area’s authentic slang, rhythm, humour, and storytelling. According to the brand, the track was created to reflect the genuine voice of Lyari without adapting it for outside audiences.
The accompanying music film was shot entirely on location in Lyari and features local residents rather than professional actors, reinforcing the campaign’s focus on authenticity and community representation.
Movement said the collection incorporates locally inspired typography, colours, hand-drawn graphics, and phrases such as “Lyari Dil Hai Jani”, celebrating the neighbourhood’s cultural heritage. The brand aims to create garments that feel equally relevant on the streets of Lyari and in international fashion markets.
Founded in Karachi in 2023, Movement has gained recognition for collaborating with Pakistani athletes, artists, and musicians through culturally driven collections. The company says its guiding vision is to create globally relevant streetwear under the philosophy: “Built in Pakistan. Designed for the World.”
The LYARI collection is available through Movement’s official online store with international shipping to Pakistan, the UAE, Saudi Arabia, the United Kingdom, and Canada. The original anthem is also available on major streaming platforms, while the official music video can be viewed on YouTube.
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