AYA is founded by Aisha Yousaf, a Pakistani American artist who has been immersed in desi* culture from a young age.
With a goal of preserving and shifting the lens on the often forgotten beauty of South Asian & Middle Eastern culture, AYA combines culture & fashion as a platform to talk about racism & inequality. The clothing becomes an interactive tool, shining a light on social commentary with messages meant to be universally translated into any language and across all borders.
A term for the people, cultures, and products of the Indian subcontinent or South Asia. ~ It is the aroma of Palau Biryani simmering on the stove. It is Salman Khan wooing Kajol in a Bollywood film. It is the clinking of a stack of bangles going up the arm while the tabla is played and the mirrors flashing amongst embroidery on a dupatta.