Motivate, not threaten: The reason Karachi-based label Manto had to instruct its clientele to put away its clothing
When was the last time I felt so uncomfortable wearing anything, much less something with Urdu lettering on it? However, a quick browse over X (previously Twitter) will reveal that many people, including me, are reluctant to wear our favorite shirts from Karachi-based business Manto due to the Ichra case. This is a decision that would have seemed unthinkable just two days ago.
With its statement accessories and patterns that feature empowering Urdu phrases or specially chosen couplets from esteemed poets like Allama Iqbal, Faiz Ahmed Faiz, Mirza Ghalib, and Jaun Elia, Manto encourages a certain amount of resistance in the world of Pakistani fashion. Known for its unique aesthetic and dedication to uplifting Urdu literature, which has an appearance that is sometimes mistaken for Arabic, particularly when calligraphed, the brand felt obliged to release a statement on Monday in response to a false ‘blasphemy’ alert that left a woman defenseless and hiding in a store at a Lahore bazaar for fear of being lynched.
The clothing line, which reaffirmed its dedication to safety and respect for all, conveyed its genuine concern for its patrons who might worry that they would suffer the same fate as the woman whose clothing included benign Arabic terms that meant “beautiful” and “life,” which were misinterpreted for passages from the Holy Quran.
Manto posted the following statement on their Instagram: “We feel very terrible witnessing everything that has happened, especially in light of the current happenings. We wanted to address this deeply painful topic for this reason. Please understand that your personal safety must always come first. Additionally, please just put your Manto suit down if you ever feel unsafe or uneasy wearing it.
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The company reaffirmed that it would never, ever want its clients to jeopardize their safety over the possibility that the writing on their scarves or kurtis may be misinterpreted. One fundamental lesson from all religions is that violence against women is never acceptable. It contradicts all of our beliefs, including our faith, our teachings, and our morals. Every woman has the right to experience respect and safety.
According to the brand, they “consciously avoid using words that might have double meanings,” which includes poetry that may directly or indirectly reference or address God. This is because their acts are in line with their principles.
“We would like to emphasize once more how much we appreciate your love and support, but please prioritize your safety and well-being.”
However, given the divisive opinions surrounding Manto’s statement regarding the incident, it felt necessary to speak with the brand’s founder about what led the company to make this declaration and the kinds of actions it would be taking going forward, given that Manto’s brand is built around the inscription of Urdu calligraphy on prints that may be misinterpreted.
The founder of Manto, Salman Parekh, told Images that his company is focused on using fashion to spark conversation. He said that in these divisive times, in particular, it is important to start a conversation that promotes awareness rather than fear. He declared, “We believe in the power of dialogue; being able to ask the right questions and tackling those questions the right way will educate people, whether it’s a disagreement we’re tackling or extremism.”
Although what transpired at Ichra Bazaar was deeply depressing, Parekh pointed out that it has given us all food for thought. Furthermore, ASP Sheharbano Naqvi’s recent interview has brought attention to the necessity to have a discussion regarding mob mentality. Regrettably, the main point made by ASP Sheharbano was that when people join mobs, they become so engrossed that they lose sight of their personal boundaries and end up acting in ways that they otherwise wouldn’t. To ensure that others who do not comprehend mob mentality, our work, or what we wear and why we wear it eventually begin to understand, the only thing that any of us can do is to initiate conversation with the proper aim.
In response to a question concerning potential security precautions for his outlets, Parekh stated, “To be honest, we are not scared any more; we are worried, definitely, but not scared.” Since neither the Ichra case victim nor we are acting improperly, nothing is incorrect. However, there are worries. I just hope that rather than widening the gulf, we can use this as a chance to have a conversation. We urge everyone to come to the table and discuss it, so it’s totally okay if someone believes that our gowns are not the appropriate type to wear.
According to Parekh, the brand has never faced criticism before, not even during the time when Manto was first introduced and clothing with Urdu inscriptions was unusual. Religiously motivated individuals have always supported our work. There has not been a lot of criticism. And I am aware of the obligation brands have to confirm whether the content we publish doesn’t cause distress to any particular person or group. Additionally, we make care to show our clients every translation for every word we use on the clothing they choose to purchase.
“We have been quite cautious about this from the beginning, making sure that none of our designs offended anyone’s feelings. We always exercised caution when using words that would allude to any religion, either directly or indirectly, and the language we employed had to be uplifting.
While the Ichra event serves as a stark reminder of the necessity of tolerance and understanding in a varied society, Manto’s statement highlights the brand’s proactive approach to ensuring that its designs are respectful to cultural and religious sensitivities. In addition, as Parekh noted, we must endeavor to promote via discourse a climate of respect and empathy in which people can openly express themselves without worrying about retaliation.
I am a dedicated student currently in my seventh semester, pursuing a degree in International Relations. Alongside my academic pursuits, I am actively engaged in the professional field as a content writer at the Rangeinn website.
