Brand Banoo-e-Sharq Fatima Yaghoobzada and Sayed Shafaq Hashimi founded the Banoo-e-Sharq brand in Kabul, Afghanistan, circa 2017. Yaghoobzada and Hashimi have another thing in common: each earned master’s degree in political science from Kateb University. Yaghoobzada became a cabin crew member at Ariana Airline before launching the brand, and Hashimi holds a bachelor’s degree in fashion and design from Ranjna University in India. Initially, the two collaborated on their shared vision of promoting Afghan culture and facilitating professional learning for community members. Banoo-e-Sharq sprawled into three branches across the city epicenter of Kabul, employing 55 men and women in shops or from their homes. Yaghoobzada and Hashimi plan on expanding the business further into a globally recognized brand respected for capturing Afghanistan’s roots. Since partnering with Aseel, the duo believes this will be a viable possibility, and their mission of spreading hope will reach people locally and abroad through e-commerce platforms.