Matin Salim is a model, fashion designer, and the founder of Abra Clothing Brand, an Aseel vendor. Born in 1997 in the beautiful province of Panjshir, he completed primary education, including high school in Kabul, then studied fashion in Iran. Salim began his design career with Laman Fashion, another Afghan brand. Next, he worked for two years in Queen Soraya Complex as a costume designer, where he came closer to realizing the dream of launching his brand.
Since the launch of Abra Clothing Brand in 2010, Salim’s work has been featured in Afghanistan’s fashion sector, and in 2015, the brand transitioned to independent clothing design. From his point of view, Salim believes designers can uplift the human spirit by encouraging the use of clothing as an art form of self-expression. He also thinks fashion plays a vital role in expressing individuality and celebrating one’s heritage and culture, a forgotten sentiment in today’s world of mechanized fast fashion.
For Matin Salim, the true purpose of creating Abra was to showcase captivating designs authentically intersecting Afghan culture with modernity. In Salim’s own words, “I wanted to add modern touches to traditional Afghan fashion,” and with his handmade clothing line, he’s done just that. Abra infuses rich, traditional textiles and patterns with simple silhouettes aiming to popularize the modern Afghan aesthetic worldwide.
Salim’s vision for Abra Clothing Brand is that it will grow into a globally recognized brand capturing Afghanistan’s roots while tracing the trajectory of where Afghan society is heading. As a company based in Afghanistan and sourcing both workers and materials solely from within the country, the business also sparks positive economic growth. Abra employs more than a dozen workers, each specializing in Afghan hand-embroidery traditions, meaning every piece of clothing is uniquely hand-sewn and made with incredible skill. Aseel proudly partners with Abra Clothing Brand and looks forward to helping Salim preserve the future of his company, employees, and country.