AQL&NAFS: Stylish Afghani Coats Empowering Marginalised Communities

Are there any particular stories or inspirations behind the fabrics or patterns used in your coats?

Many of the embroidery designs in our coats are inspired by traditional Afghan motifs that have been passed down through generations. These intricate patterns reflect the rich cultural heritage of Afghanistan and the deep connection to its artisans, whose skills and craftsmanship breathe life into every design.

Some of our Afghan-made pieces are a fusion of traditional Afghan elements, such as the velvet vests typically worn by men over traditional Afghan clothing. These vests, once a staple of male attire, are reimagined in our designs, blending heritage with modern fashion. Unfortunately, we’ve seen these items being used by other brands who claim them as Afghan-made, which, after closer investigation, turned out to be untrue.

Working with Afghanistan is incredibly challenging, especially when some brands claim to produce there without truly understanding the country or its culture. Without Afghan roots, cultural knowledge, and the ability to communicate in the local languages, it’s nearly impossible to authentically work within the country. This lack of authenticity is something we feel strongly about, as we are committed to preserving the true spirit of Afghan craftsmanship and ensuring that our work is both respectful and accurate. Our deep connection to Afghanistan ensures that every piece we create is rooted in the country’s heritage and the true artisans behind it.

How do you see AQL&NAFS evolving in the future, and are there plans to expand the range or continue working with specific communities?

We envision expanding our range while staying true to our roots, possibly exploring accessories or other apparel categories in the future. Our core mission remains to empower and preserve Afghan craftsmanship, and we aim to deepen our partnerships with artisan communities, particularly women.

Our dream is to build an autonomous community of women who specifically work with us and thrive within our supportive network. We want to offer them the opportunity to teach their children the importance of education and ensure they can provide everything necessary for their families, fostering independence and long-term security.

Additionally, we aspire to help rebuild the historic Pustin business in Afghanistan, which was once a thriving industry in the 1970s. The economic situation has been extremely difficult since the return of the Taliban, with most foreign businesses and funds leaving the country. Rebuilding small, sustainable businesses in Afghanistan is crucial to the survival of families and communities.

For us, AQL&NAFS is more than just a fashion brand—it is a hope carrier and a lifeline for Afghan families. Every coat is not only a symbol of craftsmanship and cultural heritage but also a vital source of income and stability for the people who create it. Through this work, we aim to support communities in Afghanistan, offering them sustainable, long-term opportunities in the face of a challenging economic environment.

How do you balance modern fashion trends with the traditional aspects of your brand?

We balance modern fashion trends with traditional aspects of our brand by creating timeless designs that honour Afghan craftsmanship while integrating modern silhouettes. Our pieces are inspired by original designs that were once dearly loved by iconic figures like Jimi Hendrix and John Lennon. These vintage-inspired garments have a timeless appeal, and we aim to stay true to the essence of the original designs, giving them a modern twist.

By staying faithful to the core elements of these traditional pieces, we ensure that our coats remain timeless—able to transcend trends and be passed down through generations. This approach allows us to honor our heritage while creating pieces that feel relevant today and will continue to hold value in the future. Through this blend of tradition and modernity, we offer customers enduring, stylish garments that carry both cultural significance and contemporary appeal.

AQL&NAFS supports Afghan families by providing fair-paying opportunities, particularly for women who have the chance to work from home. This approach not only sustains traditional craftsmanship but also empowers marginalised communities, offering them a means of economic independence in a challenging environment.

We work closely with several people on the ground in Afghanistan, ensuring that we are involved in every step of the supply chain. We make sure that Afghan women receive a fair percentage of the payment for their work, acknowledging the value they bring to the process. If a piece requires more work than initially expected, we adjust the payment to ensure that they feel respected and compensated fairly for their time and effort.

We understand that the quality of handmade pieces reflects the care and dedication put into them. If a worker is unhappy or feels undervalued, it directly impacts the final product. That’s why we prioritise fair treatment and open communication, ensuring that every artisan is respected, properly compensated, and motivated to produce their best work. Through this commitment to fair practices, we’re not only creating beautiful, high-quality fashion but also making a tangible difference in the lives of Afghan workers and their families.

Anything else you would like to add?

AQL&NAFS is about more than fashion—it’s a movement that bridges cultures, supports sustainability, and empowers communities. Each piece tells a story of heritage, quality, and meaningful impact. We are not just focused on trends or quick profit; this brand is built on the belief that fashion can be a force for good.

Behind each garment, there are real lives connected to the brand. If AQL&NAFS thrives, it will not only continue to provide fair-paying opportunities and empower Afghan artisans, but we’ll also be able to contribute more to sustainable community building and charitable donations. This gives us the ability to improve lives and create long-term, positive change for the families and communities who depend on us. For us, the success of the brand means the success of the people we work with, and that is the heart of what we do.