The Name Behind the Name
Named after Mumma.
Ishratt is the founder's mother's name. This is not a career or a business — it is Sameer Farooq Qureshi's escape, his happiness, his everything. No ifs, no buts, no plan B.
“Growing up, I had no friends. It was just me, my sister, school to home, home to school. Art, craft, clothes — always on my mind.”
His mother was a devoted fan of Govinda-era Bollywood fashion — she kept scrapbooks, recreating looks from films. She always asked Sameer: “What should I wear? What should I get made?”
Through every hardship, every difficult stretch — she never gave up on dressing with grace. She would skip meals before she would give up a beautiful piece of clothing. Unknowingly, she passed her love for clothes on to him.
इश्रत — माँ का नाम, ब्रांड की आत्मा
