The BLOCKED brand extends beyond print and for Afsheen Junejo it is about sustaining and reviving age old craft in today's world. The enterprise has trained about 45 women from the interior of Sindh, mainly Sanghar district, to use their embroidery and pattern-making skills to get them work on a regular basis and also in getting unique 'rilli' and 'tukri' pieces for the BLOCKED studio line. This helps in sustaining the craft as well as the craftspersons, who within the comfort of their homes and manage to make a good income.
Our design philosophy at BLOCKED is 'simple in a contemporary style'. Afsheen draws inspiration for her blocks from various sources; books, her surroundings, travels, birds, everyday use objects (sometimes even as mundane as pots and pans and teacups), animal motifs and so much more!