About Us
Hi! We are Seekh and Destroy - a brand where we celebrate the beauty and history of our mother tongue and homeland, while also highlighting the duality of the South Asian diaspora identity, through our apparel and accessories. Founded by Sara and Abbas, an immigrant and a first-generation Pakistani team, our brand is born out of a deep love for our culture and a want to share it with the South Asian diaspora all across the world. We saw a need for clothing that represents us and all of our identities, with messaging that is relatable and reminds us of home, all with a do-it-yourself punk ethos.
Seekh in Urdu means knowledge, and we believe with knowledge comes strength and power in combating ignorance and unlearning stereotypes or our own perceived notions of what it means to be South Asian and finding and owning our true selves. The brand name is also a play on the Iggy and the Stooges song "Search and Destroy” a popular song from American punk culture that also inspires us. Seekh and Destroy is our creative journey to encapsulate the fusion of cultures and the rebellious spirit that defines our community.
At Seekh and Destroy, we also believe in making a difference beyond fashion. That's why we have incorporated a strong social impact component into our brand philosophy. We are committed to giving back to the community by donating a portion of our proceeds to charitable causes that uplift and support those in need. By doing so, we strive to create a positive and lasting impact on the lives of those in our community. Some of the charities we support are:
- Pakistani flood relief
- Social Justice organizations within Pakistan
- Animal shelters/advocacy organizations in Pakistan
As advocates for inclusivity, we are dedicated to hiring and amplifying South Asian voices and talent. We believe that diversity is our strength, and by providing opportunities for individuals from our community, we aim to foster a sense of empowerment and contribute to a more inclusive fashion industry.
Moreover, collaboration and partnership are central to our ethos. We seek to work hand in hand with individuals from our community to create products and accessories that we are proud to wear ourselves. By engaging with Asian artisans, designers, and creators, we aim to infuse our products with an authentic touch that reflects our shared cultural heritage.
Join us on this journey of celebrating South Asian culture, making a positive impact, and crafting products that embody our collective pride. Doing it for the culture.