About Us

Started in 2013, ETHNC is a fashion forward eastern clothing brand from Pakistan. The brand is driven by the belief that eastern attire can be transformed into contemporary fashion statements, bridging the gap between tradition & modernity. ETHNC celebrates Pakistani culture while embracing global influences.

The brand strives to offer young women & girls a unique blend of comfort, versatility, & style, ensuring that they feel & look effortlessly fashionable & culturally connected to their roots & international fashion.

As part of the Outfitters Stores PVT LTD group of brands, ETHNC follows the same customer centric, experience led strategy in retail across its 37 B&M stores and online channel in Pakistan. With this growing and vast network, the brand works hard to provide customers with high-quality, fashion forward, products, delivered efficiently and seamlessly to meet their evolving fashion needs.

ETHNCs mission to provide its customers everywhere with fashion-forward eastern-wear that celebrates culture, has taken the brand beyond borders. As of 2023 ETHNC has officially launched its online store in the UK and is looking to expand its B&M footprint in the region. Following this the brand has set its eyes on the US market, with online and B&M stores in Virginia, Houston, New Jersey and Chicago by 2027.

ETHNC Pakistan is part of Outfitters Stores Pvt. Ltd
ETHNC UK is part of Outfitters Stores UK Pvt. Ltd which is a subsidiary of Outfitters Stores Pvt. Ltd.
ETHNC US is part of Future Labels Inc. which is a subsidiary of Outfitters Stores Pvt. Ltd.