Matin Salim is a fashion designer, model and founder of one of Aseel’s vendors, Abra Clothing Brand. Born in 1997 in the beautiful province of Panjshir, he completed his primary education in one of the high schools in Kabul and studied fashion in Iran. Matin Salim started out his designer career as a designer with Laman Fashion, another Afghan designer. He then worked for two years in Queen Soraya Complex as a costume designer
Since 2010, Abra Clothing Brand has been working in Afghanistan’s fashion sector, and in 2015, the brand began a journey into independent clothing design. The purpose of creating the Abra Clothing Brand for Matin Salim was to show the authentic Afghan identity. In his own words, he wanted to add modern touches into traditional Afghan fashion. Abra Clothing Brand was created for the lovers of Afghan identity, in an effort to globalize Afghan culture and traditions through sharing the country’s unique styles with fashion lovers around the world.
From Matin Salim's point of view, we are able to reach the society through fashion design, so that there is more spirit and one can celebrate individuality expressively through clothing. Salim feels that often fashion’s vital role in expressing individuality and also to celebrate one’s heritage or culture is forgotten in the mechanized, fast fashion of today’s world.
Another goal behind Abra Clothing Brand is to employ skilled Afghan artisans as designers and clothes producers. Abra Clothing Brand has more than a dozen active employees to display Afghan hand embroidered traditions and adapt them with more modern fashions in mind. Everything from the brand is hand sewn and hand embroidered, each piece unique and made with skill.
Abra Clothing Brand wishes to become a global brand from the country of Afghanistan, a company to represent both where Afghanistan’s roots are and where it is going, expressing the rich heritage of the country and individuals living in it through fashion design. As a company based out of Afghanistan and sourcing both materials and workers from in-country, Abra Clothing Brand hopes to become a global household brand name that represents, rich heritage, beautifully made fashions, and positive economic change. Aseel is excited to share Abra Clothing Brand with the world and looks forward to working with Matin Salim to realize his goals for his company, his employees, and his country