Under Guns
Launched in 2022
Launched in 2022 under BlueEast, Under Guns was created to bring a bold and unapologetic voice to Pakistan’s fashion scene. Building on the success of Girl Nine, Under Guns focused on streetwear, casual style, and contemporary apparel for the modern youth.
The brand quickly gained attention for its edgy designs, confident aesthetics, and expressive fashion, connecting with a generation that values originality and individuality.
Under Guns Within BlueEast
As part of BlueEast’s expansion into apparel, Under Guns represented a new frontier in lifestyle fashion. While Girl Nine empowered women through intimacy and elegance, Under Guns carved its niche with urban style and everyday versatility. Together, these brands highlighted BlueEast’s commitment to diversifying beyond IoT and e-commerce.
Transition and Evolution
In 2024, as Orient Group restructured its business portfolio:
- Under Guns became part of a new company: Orient Fashion Pvt. Ltd.
- Under Orient Fashion, the brand is being revamped and refreshed, preparing to return with new collections and a sharper identity in streetwear and youth fashion.
- Meanwhile, BlueEast’s technology-focused divisions transitioned into Orient Automations (IoT & automation) and Orient Electronics (e-commerce).
Streetwear with Attitude
Though Under Guns paused new collections, its spirit of confidence and individuality lives on. The brand is now preparing for a relaunch under Orient Fashion Pvt. Ltd., where it will continue to inspire the next generation of youth culture through streetwear, casual apparel, and bold design.
Under Guns has always stood for attitude, originality, and self-expression — values that remain central to its next chapter.
Stay tuned for the relaunch of Under Guns under Orient Fashion Pvt. Ltd. For updates on Orient Group’s latest innovations and ventures, please visit Orient Group.
