Our Story

'Pehhchaan' - 'Identity' in Urdu, is a London based social enterprise that sources handcrafted as well as machine embroidered and woven shawls, scarves and dupattas from across the Sub-Continent.

Pehhchaan's core mission is to highlight the rich heritage and craftsmanship of the region through the magnificent art, textiles and unmatched skills of it's artisans, all the while giving back to society by donating 10% of our profits every month to organisations working to eradicate illiteracy in Pakistan.

We are not a fast fashion brand and therefore most of our pieces will proudly become part of your wardrobe for a long time and can be passed down to the next generation as heirloom.


About the Founder - Rehaab Daud

Born to an Indian father and a Pakistani mother and raised in Dubai, Rehaab is a third culture child (now a proud mum of two) with a deep passion for creating sustainable brands that represent South Asian craftsmanship.

Rehaab founded and successfully ran a PR and Communications Agency called Muse in Dubai for six years before moving to London. She started Pehhchaan as a new mother at the beginning of 2018 with the aim of creating work opportunities for people back in Pakistan and India.