Found FW23 ‘Two Sides of the Same Coin’ Collection Builds on Change and a New Purpose
Contemporary clothing brand Profound is now Found. The shift is a reflection of the company’s evolutionary journey and commitment to creating beautiful, meaningful products that celebrate the diversity of the human experience.
Founded in 2009, Profound Inc., led by Faraz, Nabil, and Iram Zaidi, sprung from the sentiment of a family of first-generation Americans navigating the tapestry of the founders’ Pakistani heritage and rural American upbringing. The brand is an homage to the shared textures and beauty of both origins; from the vibrant textiles, delicate embroidery, and ingenious artisans from Pakistan to Central New Jersey, where the founders were inspired by the vast open fields, farmers markets, equestrian scenes, and lush greenery. This dual background of fast and slow living has shaped their creative philosophy.
Fast forward to 2023, and though still drawing from the interplay of culture and heritage, Found is now reorienting itself to a more global brand. Its ready-to-wear collection is a study of American assimilation with foreign heritage. Garments are both familiar and new, showing a commitment to sustainability and ethical craftsmanship that still celebrates vibrant lives and unrestricted forms of self-expression.
Found’s ‘Two Sides of the Same Coin’ Fall Winter 2023 collection is all about the interplay of time, heritage, and cultural identity in a constantly changing world. The collection features a range of pieces that blend the old and the new, the foreign and the familiar, the traditional and the contemporary. Each, two sides of the same coin.
The Found FW23 ‘Two Sides of the Same Coin’ collection features an eclectic collection of layering pieces and outerwear, like jackets, shirts, sweaters, hoodies, and pants, in relaxed silhouettes that play on the interplay of textures and colors. Key detailing features in the collection are hits of embroidery, patchwork, quilting, and Indo-Aryan prints. The color palette for the collection leans heavily on rich autumnal colors with unexpected but not unwanted pops of teals, olives, and blues.
The collection’s looks aren’t groundbreaking in a wow-new-shape kind of way, instead, the pieces stand out through the unexpected use of patterns, textures, and thoughtful detailing that elevates familiar silhouettes into new territory that is both wearable and attention-getting in a good way.
The collection has much to appreciate, including their Distressed Pavement Leather Bomber Jacket with a handmade distressed genuine cowhide leather treatment crafted in Pakistan. The red Farmstead Quilt Patch Jacket is inspired by vintage hunting competition jackets with patches showing farm stands and agricultural alliances on the Northeast Coast while the olive Prairie Buckle Coat pulls inspo from traditional 80’s hunting jackets and is crafted with waxed cotton and fireman clasps in antique silver.
It’s truly in the details as the teal Kashmir Meadow Quilt Jacket gets antique brass knob buttons and corduroy piping on the pocket edges and sleeve cuffs, and the chunky-knit Astral Distressed Cable Knit Sweater features a deep blue finish with double pockets at the waist. The Gardenia Tapestry Puffer Jacket will be a fall staple as it features traditional South Asian tapestry and quilt prints. Accessories in the collection include caps, beanies, bandannas, and scarves sporting embroidery, patchwork, or ingenious and new prints.
The Found FW23 ‘Two Sides of the Same Coin’ collection is available now from the Found webstore. In the meantime, swipe through the different looks in the Found FW23 lookbook.
