Our Story

Growing up in New York, with a rich family heritage extending to India, Afghanistan and Pakistan, Uzma spent her childhood summers in the Indian subcontinent where she became inspired by the indigenous artisan culture of creating garments with beautiful hand embroidery and embellishments, not just for special occasions, but for every day life.

After moving to London and working for international aid organisations, Uzma realised that she could support artisan communities by combining her love of London’s iconic fashion scene and the artisanal crafts she’d grown to love, which were dying out in favour of fast fashion.

The eponymous brand was born. Reflecting Uzma’s fun, passionate and energetic personality on the outside, there is serious, conscious and ethical commitment to supporting embroidery communities on the inside – each limited edition style is hand embellished following traditional techniques and finished by skilled Karigars taking up to 15 hours to create.

Harvey Nichols and Anthropologie were among the first to retail Uzma’s sequin adorned sweatshirt ranges, combining the timeless sweatshirt classic with playful, carefree, cheeky motifs and sassy slogans, celebrating the UB Girl’s feisty femininity and colourful outlook on life  – every sequin has a story.