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Tapping Into Chottani’s Denim Instinct

Aamir Chottani is director of marketing at denim garment manufacturer Chottani Industries, whose slogan—and attitude—is “Denim Instinct.” Established in 1989 and headquartered in Karachi, the company is now one of Pakistan’s leading apparel makers. Chottani is a “brand behind brands,” as the company calls itself, but its dedication to sustainable production and ethical fashion is front and center.

Chottani has a wide-ranging portfolio—novelty, vintage and knit denim in various cuts, fits and performance— that includes blends made with TENCEL® branded lyocell fibers and embellishments like embroidery, destruction, and Swarovski crystals. The company has a growing global client list that includes brands from Canada, France, Germany, Spain, Sweden, U.K. and the U.S.

Aamir himself is a world traveler and a denim aficionado—he calls his love for denim an addiction, and claims he has indigo coursing through his veins. Carved in Blue spent some time with Aamir to learn more about Chottani’s evolution and approach, and to find out what this self-diagnosed denim addict calls his favorite pair of jeans.

Read more at Carved in Blue.


This article is one of a series on Rivet from Lenzing’s Carved in Blue denim blog. From conversations with the experts behind the mills that make some of the world’s most-wanted denim to the global brands bringing novel denim made with TENCEL® and Lenzing Modal® to the market, Carved in Blue shares the stories of those whose roots run deep with denim. Visit