Karachi, Pakistan – 31July, 2026 (Kamran Raja): Movement, the Pakistani streetwear label renowned for its culturally driven collections, has officially launched LYARI, its largest collection to date. The 28-piece collection is accompanied by an original anthem produced by Qasim Azhar, featuring acclaimed rapper Eva B alongside MCs from Lyari, paying tribute to one of Pakistan’s most influential cultural hubs. Building on the success of its iconic +92 collection with Wasim Akram and its collaboration with artist Adeel uz Zafar, Movement continues its mission of creating fashion rooted in authentic cultural narratives rather than fleeting trends. The LYARI collection marks a significant milestone in the brand’s three-year journey, representing its first collection developed entirely within a single community and in collaboration with its people.
Lyari has long been recognized as the birthplace of Pakistan’s football culture, an incubator for the country’s rap movement, and home to a rich tradition of street murals and artistic expression. Despite its profound cultural influence, much of Lyari’s identity has remained underrepresented. Through this collection, Movement seeks to spotlight the community’s creativity, resilience, and originality. Unlike conventional fashion campaigns, the LYARI collection draws inspiration directly from the neighbourhood’s football grounds, music studios, street artists, and everyday life. The designs incorporate Lyari’s language, colours, and hand-drawn graphics, featuring local expressions such as “Lyari Dil Hai Jani,” reflecting the community’s unique spirit and identity.
Complementing the collection is an original anthem recorded by Eva B and Lyari-based rappers. Produced by Qasim Azhar, the track captures the authentic rhythm, slang, humour, and energy of Lyari without compromise or adaptation for outside audiences. More than a campaign soundtrack, the anthem serves as a genuine reflection of the voices and experiences that define the neighbourhood. The accompanying music film was filmed entirely on location in Lyari, featuring local residents instead of professional actors, further reinforcing the campaign’s commitment to authenticity and community representation.
The 28-piece collection has been designed with a global outlook while remaining deeply rooted in its origins. Every garment reflects Movement’s vision of creating apparel that feels equally at home on the streets of Lyari as it does in fashion capitals around the world. The LYARI anthem is now available on Spotify, Apple Music, YouTube, and other major streaming platforms, while the complete LYARI collection is available through Movement’s official retail channels.Movement is a Pakistani streetwear brand dedicated to celebrating local culture through contemporary fashion. Known for its collaborations with cultural icons and artists, the brand continues to redefine Pakistani streetwear by creating collections inspired by authentic stories, communities, and creative expression.