Why We Started Jasrooh: A Clothing Brand
Why We Started Jasrooh — And What It Means to Us
When we first dreamt up Jasrooh, it wasn’t about chasing trends or making a quick sale. It was about creating something real — something that means something. We wanted to build a clothing brand that tells stories, sparks conversations, and reflects both where we come from and where we call home today.
What does Jasrooh means
The name Jasrooh itself is a reflection of our story. It’s a Punjabi word — a mix of ‘Jas’ (a name that means ‘praise’ or ‘fame’ in Punjabi) and ‘Rooh’, which means ‘soul’. Together, it means ‘the soul of praise’ or ‘a praiseworthy soul’. It’s a name that reminds us of our roots while standing tall in a new place. And even though it’s in Punjabi, it represents something universal — the idea of pride, identity, and wearing your story with confidence
Why We Started a Clothing Brand
We’ve always believed that clothing should be more than just fabric. It should carry a message. What you wear is one of the first things people notice. Before you even speak, your clothes say something about you. And that’s why it matters what message you’re putting out into the world.
Too many brands today are built on trends and hype. They sell what’s popular, forgetting about the people actually wearing it. Very few brands create with meaning or genuine connection.
At Jasrooh, we wanted to do things differently.
We created this brand because we believe in the power of clothing to tell stories, reflect identity, and honour culture. Our designs aren’t random — they’re built around heritage, pride, and bold self-expression.
And yes, as immigrants with different skin tones, starting a Welsh-inspired brand came with doubts. Would people accept it? Would they understand what we were trying to do? But what we’ve experienced has been nothing but pure love and open-hearted support.
It made us realise something beautiful — that the culture we come from and the culture we live in now actually have something powerful in common. The importance of family, friendship, community, and standing by your people. That sense of unity is something both our roots and Wales share deeply. And through Jasrooh, we’re proud to honour both.
What Makes Jasrooh Different
At Jasrooh, every print has a story. Our designs draw from the rich heritage of Welsh art, symbols, language, and legends — blended with modern streetwear style to create bold, standout pieces.
We use high-quality DTF (Direct to Film) printing to keep every design vibrant, sharp, and built to last. But what truly sets us apart is our commitment to supporting local. We source all our garments and materials from within the country, ensuring top quality while helping boost local businesses and reducing our environmental footprint.
With Jasrooh, you’re not just wearing clothes — you’re wearing a piece of culture, crafted with care, purpose, and pride.
Our Vision
At Jasrooh, we believe clothing should be more than just fashion. Every design we create has a purpose — reflecting culture, identity, pride, and standing up for what matters.
From day one, we promised ourselves that 10% of our net profit would go straight back into the community or to charity projects that make a real difference. This isn’t just a business decision — it’s a part of our faith. As Sikhs, we follow a beautiful practice called Daswandh (also spelled Dasvandh or Dasvand), which means contributing one-tenth of our income to support the community and those in need. It’s our way of sharing what we have, lifting up others, and staying connected to the values we were raised with.
We don’t have any close family or friends here, the people we meet in our day-to-day lives have become everything to us. Our neighbours, customers, local businesses, and the kind souls we cross paths with — they’ve welcomed us, supported us, and made us feel like we belong. That sense of connection fuels everything we do.
For us, what you wear is a silent introduction. It’s a way to represent who you are without saying a word. We aim to inspire confidence, connection, and bold self-expression through meaningful, striking designs.
As immigrants inspired by Welsh culture, we’re proud to blend our heritage with the local spirit, creating something fresh and unique. Thanks for being part of this journey — the best is still ahead.
Join the Journey
This is just the beginning for Jasrooh. We’re here to make bold, meaningful clothing that turns heads, starts conversations, and lets people wear their story with pride.
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The best is still ahead.