After several attempts to manufacture in France, True Tribe was never able to reach the level of quality and flexibility that matched its standards. As a result, Alexandre Sundberg the brand’s founder decided to create its own atelier in Karachi, Pakistan whereby working conditions would differ drastically from the country’s usual standards.

Previously working as a French sourcing agent in Pakistan for Fast Fashion players, Alexandre saw an opportunity and necessity to diversify the country’s textile economy from Fast Fashion & mass production to Slow Fashion & craftsmanship (Textile manufacturing accounts over 60% of the country’s exports and contributes over 30% of the country’s employment).

True Tribe’s atelier transfers French know- how in textile craftsmanship to Pakistan and its people. The long-term vision is to allow the country to evolve and modernise its textile economy currently dependent on fast fashion giants.