ENERATION has spent four decades not only creating stylish outfits for women but also championing sustainability in fashion. The premium ready-to-wear brand is now celebrating its 40^th year in business, marking the occasion with its first ever pop-up Hujra outside the Wazir Khan Mosque in Lahore. The project has been set up in cooperation with the Walled City of Lahore Authority and aims to promote a cause close to the company’s heart: encouraging sustainable consumption.

Limited edition products from the brand’s reGENERATE line – which are made from surplus and repurposed fabrics – are being exclusively hosted at this pop-up, including accessories and apparel, such as key chains, masks, scrunchies, notebooks, jewellery, envelopes, dupattas, shalwars, kurtis, blouses, and napkins, with the products ranging between PKR100 and PKR2500 in price.

“With its 40-year history and strong ties to Pakistani culture, GENERATION is excited to have this opportunity to provide an interactive retail experience for visitors so they can also see first-hand how the element of design can elevate and add value to indigenous local craft,” Khadija Rahman, the director of the brand, said in a statement.

“Our goal is to not only appreciate and share the beauty of local craft but also to educate consumers that everyday items can be high quality, handmade, use ancient techniques by skilled craftspeople, be affordable, and last for a long time without compromising the appeal or functionality.”

Started by husband-wife duo Saad and Nosheen Rahman in 1983, the brand specializes in handmade and hand-embellished ensembles with the aim of putting craft first. Its decades of experience and passion for the eco-fashion cause put GENERATION in a unique position to create positive change and help consumers become more mindful towards sustainability.