Today we’d like to introduce you to Mohammad Sadat.
Hi Mohammad, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstories.
I have actually wanted to start a clothing brand since high school. Fashion has always been a passion of mine, and it has always bothered me seeing big European fashion houses appropriating designs and cultures from Central Asia, Southeast Asia, and especially Afghanistan.
In the summer of 2020, at the peak of the COVID-19 pandemic, I decided to begin working on AFGNSTN Co. Earlier that year, I made a pretty impulsive decision to move to San Diego. I bought a ticket one morning, packed my bags that same day, said goodbye to my friends and family, and left. San Diego really gave me the clarity and time to begin formulating design concepts, and the vision for AFGNSTN Co.
My full-time job was remote, and I had plenty of time to get to work. I first started researching other companies that have inspired me, looking at different marketing strategies, different designs, color palettes, website layouts, etc. That research was followed by even more research on the business end. I did not want to just start a sole proprietorship, I wanted to register the company and do it right. It was honestly A LOT of work, but those months were truly the best months I lived in my 30 years of life. I was working 24 hours a day.
I launched the company on November 28th, 2020.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
One of the biggest challenges was gaining traction. A lot of it started off with cold emailing and DMing influencers, artists, musicians, etc, sending out care packages, and requesting to collaborate. People are naturally hesitant at first to support, but after seeing the designs, reading the companies vision, they warmed up.
The other big challenge was learning about different tax laws. Accounting was my least favorite subject in college, but several accounting courses were required for my business degree. It was a hurdle, and I spent countless hours on forums and YouTube making sure I was doing everything correctly.
Alright, so let’s switch gears a bit and talk business. What should we know?
So AFGNSTN Co. (pronounced Afghanistan Co.) is a modern apparel brand using subtleties of Afghan culture and bringing them to life through streetwear. Afghanistan is rich in culture and history, very rich. The aim is to shed a positive light on the country, and change the narrative told about Afghanistan. Whether it’s the music, the food, our carpets – things that we as Afghans take pride in, I want to showcase that through art and design.
I guess I would be considered a Creative Director. Most of what I do for myself revolves around creativity. In the Raleigh community, I work with several hip-hop artists – doing photography, videography, branding, building websites. I even manage an amazingly talented hip-hop artist, who is also a dear friend AND I produce music. My passion lies in the creative world.
For AFGNSTN, I wear all the hats. I run the social media, manage the website, handle all the client relations, and about 95% of the designs I do myself.
I would say originality, as hard as that is to come across these days. I have a drive and passion for creativity, in everything. I love to be involved with any creative process I can be a part of.
Honestly, just having the company, AFGNSTN Co, running and doing its thing makes me proud. When I receive messages from customers and followers telling me “Thank you for creating this” or “You guys are doing an awesome job” – that makes my day.
I want them to know what AFGNSTN is.
AFGNSTN is a movement with the goal of reclaiming the narrative told about Afghanistan. It aims to showcase the beauty and radiance of the country by centering the voices of Afghans and paying tribute to the vision they hold of their homeland.
AFGNSTN is a collection of stories—the story of refugee footprints along mountain paths and immigrant small businesses that ground communities. It’s a collection of moments—the moment ears perk at the sound of Pashto and Farsi being spoken and hearts tug with the couplets of Rumi. It’s a collection of feelings—the bittersweet voice of Ahmad Zahir and the joy of spinning in attan.
AFGNSTN is a bridge between Afghanistan and the Afghan diaspora, combining urban streetwear with symbols of home—a conversation spanning generations from Afghanistan to countries all over the world. We hope that the stories told through our apparel are not only a reminder of our heritage, but the responsibility to continue that heritage, and the strength to further it.
15% of all our profits are also donated through Islamic Relief USA. We also get involved in several projects where 100% of our profits from a particular design goes to charity.
Is there a quality that you most attribute to your success?
Definitely passion. Passion is what drives someone to work 24 hours a day. It’s what drives you to believe in yourself when no one else will. You have to truly love what you’re doing, and do it for the right reasons, and I think it all starts with passion.
Contact Info:
- Email: info@afgnstn.com
- Website: https://afgnstn.com/
- Instagram: https://www.instagram.com/afgnstnco/
- Facebook: https://www.facebook.com/afgnstnco
- Twitter: https://twitter.com/afgnstnco
- Other: https://www.mizghund.com/
