"There’s no one way to be a man."
Fashion is a statement, a narrative, and a bridge between cultures.
For Osama Shahid, founder of Osami, fashion is a deeply personal journey shaped by his experiences growing up between Los Angeles and Pakistan.
His brand seamlessly blends South Asian craftsmanship with Western menswear’s sleek, modern sensibilities, creating pieces that challenge traditional boundaries while remaining effortlessly wearable.
From the intricate tailoring techniques he observed in Pakistani workshops to the trend-driven energy of LA, every Osami design reflects a balance between heritage and innovation.
In this conversation, Shahid shares how his cross-cultural upbringing, unconventional education, and commitment to slow fashion have shaped Osami into a brand that redefines modern masculinity.
How have your cross-cultural experiences in LA and Pakistan influenced Osami’s design philosophy and aesthetic choices?
Growing up between LA and Pakistan gave me a unique perspective on fashion—one rooted in contrast yet deeply connected.
In Pakistan, I spent time in tailor shops with my mother, watching garments come to life with the art of craftsmanship and years of skill taught not in a classroom but through the passing down from generation to generation.
Meanwhile, LA exposed me to a fast-paced, trend-driven fashion scene.
Osami exists at the intersection of these worlds— blending the art and heritage of Pakistani tailoring with the modern, expressive attitude of Western menswear.
Every piece reflects this duality: timeless silhouettes paired with subtle yet unexpected details that push the boundaries of traditional masculinity.
What inspired you to blend traditional menswear with elements of women’s fashion in both South Asian and Western contexts?
I’ve always been fascinated by the quiet confidence that comes with great style—really because I used fashion to overcome the bullying I experienced growing up.
In both South Asian and Western cultures, menswear has often felt rigid, defined by unspoken rules.
But I wanted to challenge that. Osami is about giving men the space to explore, without pushing them too far out of their comfort zone.
The subtle incorporation of traditionally “feminine” elements—fluid silhouettes, delicate trims, or softer draping—isn’t about making a statement for the sake of it.
It’s about offering an alternative: a menswear aesthetic that feels new yet entirely natural.
How has your self-guided approach through extension programs at Otis College and Central Saint Martins shaped your creative process?
Not taking the traditional fashion school route forced me to carve my own path.
Instead of being molded by a curriculum, I had to be intentional about what I wanted to learn and who I wanted to learn from.
Otis and CSM gave me the technical foundation, but my real (applicable) education came from experience—working with tailors, sourcing fabrics, understanding supply chains.
That unconventional journey shaped my hands-on approach. I design from a place of instinct and lived experience rather than industry norms, which is why every piece feels personal and considered.
What was your family’s reaction when you pursued fashion design instead of a more conventional career?
Like many South Asian families, mine valued stability—medicine, engineering, finance, and specifically in our family’s case, Real Estate and Property.
Fashion wasn’t exactly in the playbook. At first, there was lots of hesitation, not out of discouragement but out of concern.
They wanted to understand if this could be a real, sustainable path.
“They didn’t want me to take time away from a career that was already working and growing.”
Over time, as they saw my dedication and the traction that Osami was gaining, their perspective shifted. Now, they see how much of my heritage and love I bring into the brand, and that’s something they’re proud of.
It’s been a full-circle moment—especially knowing my journey started in those tailor shops in Pakistan as a kid with them.
As a Pakistani-American designer, how do you blend Eastern and Western sensibilities in Osami’s limited-edition pieces?
It’s all about balance.
Pakistani craftsmanship is incredibly detailed, intentional, and rooted in tradition, while Western fashion is more about accessibility and individualism.
Osami blends the two—each piece carries the precision and quality of Eastern tailoring, but with the ease and versatility that makes it feel right in LA, London, or anywhere else.
The limited nature of our collections (only 50 pieces per style, no restocks) also makes every item feel special, much like traditional South Asian tailoring, where clothing is often custom and deeply personal.
How did the pandemic influence your perspective on designing clothes for the modern man?
The pandemic forced people to reevaluate their relationship with a lot of things, and for me, it was namely clothing.
It became less about showing off and more about how clothes make you feel.
That shift shaped Osami from the start. I wanted to design pieces that were elevated but effortless—things you could throw on and feel instantly put together.
The modern man doesn’t want to choose between comfort and style, so every Osami piece is designed with that in mind.
What message do you hope to send to young South Asian men who feel constrained by traditional fashion norms?
That there’s no one way to be a man.
South Asian culture has a rich history of expression—bold colours, intricate embroidery, fluid draping—but somewhere along the way, many of those elements got lost in Westernised ideas of masculinity.
Maybe this is because of our colonial past and the weird paradox that has left behind but Osami isn’t about making men dress differently just for the sake of it.
It’s about giving them the confidence to wear what truly feels like them.
If that means introducing subtle details or silhouettes that weren’t traditionally “acceptable” in menswear, then so be it.
How does Osami’s stance against fast fashion resonate with your target audience?
There’s something special about owning a piece that isn’t mass-produced.
Osami exists for people who appreciate quality and intention over hype.
Our community values the story behind their clothes—where they’re made, how they’re made, and the craftsmanship that goes into them.
The fact that each Osami piece is limited to just 50 units makes it feel exclusive, but not in an unattainable way.
It’s about owning something that won’t be replicated a thousand times over.
Can you share a memorable moment where your dual cultural heritage influenced a design or collection?
One of my favorite moments was designing our Cropped Suede Jacket – now one of our best sellers.
Initially, I envisioned intricate embroidery inspired by South Asian Kurtas, but I quickly realised that the structure of the suede made it challenging to execute.
Instead, I took a step back and let the fabric itself be the statement, which is something I learned from Pakistani tailoring— respecting the material and allowing it to dictate the design.
The final piece was clean, minimal, but still carried that same intention.
How do you envision Osami evolving while staying true to its roots in both American and South Asian fashion?
Osami is and will always be about balance—between tradition and modernity, between statement and subtlety, between classic and contemporary, between street and gentleman.
As we grow, I see us expanding our product range while maintaining our commitment to limited, high-quality production.
We’re also starting to connect with more brick-and-mortar spaces, like our recent launch at Atlas Stores in Westfield Century City here in LA.
The goal is to continue building a global presence while keeping the brand personal and community-driven.
No matter where we go next, Osami will always be about giving men the confidence to express themselves.
Osama Shahid’s journey with Osami is a testament to the power of fashion as a medium for storytelling and self-expression.
By fusing Eastern craftsmanship with Western aesthetics, he has created a brand that honours tradition while embracing evolution.
His approach to menswear challenges conventional ideas of masculinity, offering designs that are both bold and refined.
As Osami continues to grow, Shahid remains committed to crafting intentional, limited-edition pieces that prioritise quality over quantity.
With a global vision and a deep respect for his roots, he is redefining what it means to dress with confidence and individuality.
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