A look into the hands and heart behind our Hand Embroidered Collection. In this conversation, one of our artisans in Pakistan reflects on the meaning of true dedication. Guided by remarkable teachers, he continues the centuries-old art of zardozi: an embroidery technique defined by its intricate metallic threads, fine beads, and hand-coiled wirework. The craft demands both precision and patience, a rhythm learned slowly over years and passed from one generation to the next. Each motif he creates is a continuation of that lineage, a small act of preservation through artistry. Though its colors and motifs evolve with time, the essence remains unchanged—an ancient tradition sustained by devotion and the love of making.
The first part of our ongoing hand embroidered series launches Tuesday, October 14th. Every piece is executed by skilled artisans. Rooted in FOUND’s dual influences, these garments serve as cultural memory-keepers — celebrating the eccentricity of South Asian occasion wear while grounded in their traditional the durability of American workwear.
Welcome to FOUND. We are a multidisciplinary luxury brand that draws from a mosaic of diverse cultural references and varied global identities to create collections rich in nostalgic and vintage elements while interpreting them through a contemporary lens.
Each piece within the brand's ready-to-wear collections aims to build a footprint for a new language, one where novelty feels familiar against a nostalgic backdrop of what’s come before.
FOUND’s garments, crafted with care and ethical mindfulness, foster sustainable practices while honoring traditional time-honored foreign craftsmanship.
FOUND's design ethos embodies an ongoing exploration of identity, culture, and a sense of belonging. Drawing inspiration from the designer's South Asian heritage, the brand employs unique textiles, compelling visuals, and nuanced storytelling to celebrate the role of clothing as a means of communication and preserving memories.
New Collection Now Live on found.store Director & Producer: Waleed Mian (@WaleedMian )
Producer: Mo Ali (@Mus27 )
Director of Photography: Alexey Glebko (@AlexeyGlebko )
First AC: Viachaslau Makshun (@slava_makshun )
Gaffer: Julian Tran
Movement Director: Anna Savka (@savka.dm )
Styling: Waleed Mian (@WaleedMian )
Styling Assistant: Neskin Sebastien (@sebap.blanchet )
Set Assistants:
Emily Darakjy (@emilydarakjy )
Alyssa Lioce (@alyssalioce )
Casting: @brigeid.models@fetchmgmt@iamdominicaugustin@lilliteration@mattebartow@chippi_chippi365@quietluke@000avery@rel_thekid@medoune__g@sahharnotsahara@cashjidu@6ixvcr@joseddavid02@amanialexander@ightb3t@mo.exe_@hunter.sketch@hannahmatheny_@nanaxsins
Clothing often feels like a vessel for memories.
We took a trip to our homeland with a few film cameras and a vision to share a piece of our origin.
We captured this short film - which at its core showcases childhood nostalgia and the search to find something more in a place that can often feel so confining.
The story traces the early journey of a young boy whose life unfolds within the limiting walls of his home village. As he gradually comes to see that the world is far larger than he had imagined, he learns that channeling his efforts into creation will build ways for his work to outlive him beyond his own life - an ethos interwoven into the heart of FOUND - a brand envisioned as a celebration of new beginnings.
FOUND marks the latest chapter in a decade-long journey of our brand development, its very reason to exist has been a labor of love and heartfelt dedication. Drawing inspiration from our past work while looking optimistically towards the future, FOUND embodies a continuous commitment to honoring tradition and carving out what lies ahead.
Exploring native notions of ingenuity from our homeland is deeply rooted in us and has significantly shaped our design philosophy. This influence allows us to craft products with careful regard for finite resources, ensuring each piece is brought to life with purpose and mindfulness. We look forward to our shared journey ahead.
Creative Direction: Faraz Zaidi (@farazzaidi )
Director: Waleed Mian (@waleedmian )
Producer: Mohammad Ali (@mus27 )
Editor: Victor Laborde (@victorlbd )
Sound Design: Ravi Bhavsar (@sphmre )
Victoria for Spring Summer 2026. Photographed by @raphgaultier . Wearing our Canvas Work Pants in Salmon and Embroidered Motif Jacket.
Now live via our web-store.
Spring Summer 2026 sportswear.
New washed plaid sets lead the chapter this season, softened in hue and worn with ease. Jersey pieces are reworked with floral embroidery, bringing a subtle sense of nostalgia to everyday forms.
Now live on our webstore.
Callum for Spring Summer 2026. Captured by @raphgaultier . Wearing our Plaid Track Jacket, Pleated Jeans, and the upcoming Canvas Work Hoodie.
A balance of sport and workwear, shaped through texture, proportion, and utility. Explore the collection on our webstore now.
FOUND POP-UP at @beaker_cheongdam_
4월 16일까지, 비이커 청담 플래그십 스토어에서 FOUND의 팝업을 진행합니다.
뉴욕과 뉴저지를 기반으로 활동하는 FOUND는 아메리카나에서 출발하지만, 그 안에 또 다른 문화적 배경을 겹쳐 새로운 감각을 만들어냅니다. 파키스탄계 미국인 디렉터 Faraz Zaidi는 미국 복식의 투박한 형태 위에 남아시아 장인들의 손작업을 더하고, 자수와 장식으로 미국식 실용복을 새롭게 해석해왔습니다.
오늘날의 미국을 다시 바라보게 하는 FOUND의 시선을 비이커 청담 팝업에서 직접 확인해 보세요.
Until April 16, discover the FOUND pop-up at BEAKER Cheongdam Flagship Store.
Based in New York and New Jersey, FOUND begins with Americana, then layers in another cultural perspective to create something new. Led by Pakistani-American director Faraz Zaidi, the brand reworks the rugged shape of American workwear through South Asian craftsmanship, using embroidery and decoration to reinterpret everyday utility clothing.
#BEAKER #비이커 #profoundco
Spring Summer 2026, Material Memory, is now live on our webstore.
Victoria wears the Distressed Embossed Leather Work Jacket and Canvas Studded Work Jacket. Ethically made in Pakistan, reflecting a considered approach to craftsmanship, where material, process, and memory are carried through every garment.
Across the collection, familiar workwear silhouettes are reinterpreted through hand-finished detail, rich texture, and a balance of utility and ornament, bridging heritage with a more refined, contemporary sensibility.
Captured by @raphgaultier
Chapter One of Spring Summer 2026, Material Memory, arrives tomorrow at 3PM EST.
Rooted in texture, craftsmanship, and cultural storytelling, the collection reimagines familiar silhouettes through embroidery, rich color, and considered washes. Balancing the utilitarian codes of American workwear with the ornate traditions of South Asia. The result is a thoughtful offering of garments designed to resonate deeply and crafted to endure.
@profoundco POP-UP at @beaker_store opens on March 27 in Seoul, South Korea 🇰🇷
An expression of New Americana, built on craft, culture, and memory, where historical and cultural influences are reinterpreted through bold, modern silhouettes.
Featuring the Spring/Summer 2026 collection, the space brings the world of FOUND to Seoul through a curated in-store installation.
BEAKER, Cheongdam
408 Apgujeong-ro, Gangnam-gu, Seoul, Korea
March 27 – April 16
3월 27일부터 4월 16일까지, 비이커 청담 플래그십 스토어에서 FOUND 팝업을 진행합니다.
FOUND는 익숙한 아메리카나를 새로운 시선으로 재해석하는 브랜드입니다.
장인정신과 문화, 기억을 바탕으로 과거의 레퍼런스를 오늘의 감각으로 풀어내며, 그 결과 대담하고 현대적인 실루엣 안에 자신들만의 스타일을 담아냅니다.
이번 팝업에서는 FOUND의 26SS 컬렉션과 더불어 브랜드의 세계를 담은 인스토어 설치를 선보입니다.
팝업 기간 동안 서울에서 FOUND의 새로운 풍경을 직접 확인해보세요.
